Impression Heat Map — Where the Buy Landed
✓ Targeting confirmed
Trend Motors VW 35-mile trade area (Rockaway, NJ). Bubble size = impressions delivered per ZIP.
✓ Targeting verified: All 61,987 delivered impressions matched to one of 22 northern-NJ ZIPs in the trade area — zero leakage outside the planned geography. Buy was concentrated tightly around the Rockaway home and the 5–10mi inner ring — exactly to plan.
Delivery by Concentration Band
Inner ring (6–12)
17,227
27.8%
Long tail (13–22)
2,819
4.5%
Campaign delivered
61,987
100%
Top 12 ZIPs — Detail
| ZIP | Area | Imps | Share |
|---|
| 07869 | Randolph, NJ | 11,701 | 18.9% |
| 07054 | Parsippany, NJ | 8,638 | 13.9% |
| 07866 | Rockaway (Home) | 7,835 | 12.6% |
| 07005 | Boonton, NJ | 7,295 | 11.8% |
| 07801 | Dover, NJ | 6,472 | 10.4% |
| 07834 | Denville, NJ | 4,202 | 6.8% |
| 07849 | Lake Hopatcong, NJ | 3,225 | 5.2% |
| 07885 | Wharton, NJ | 2,479 | 4.0% |
| 07438 | Oak Ridge, NJ | 2,373 | 3.8% |
| 07981 | Whippany, NJ | 1,978 | 3.2% |
| 07950 | Morris Plains, NJ | 1,838 | 3.0% |
| 07034 | Lake Hiawatha, NJ | 1,132 | 1.8% |
| Top 12 subtotal | 59,168 | 95.5% |
| Other 10 ZIPs (07803, 07927, 07046, 07435, 07847, 07878, 07963, 07842, 07802, 07999) | 2,819 | 4.5% |
Read of the delivery:
- Top 5 ZIPs (Randolph, Parsippany, Rockaway, Boonton, Dover) = 67.7% of delivery — concentrated in the immediate inner-ring trade area as planned.
- Rockaway home ZIP (07866) got 12.6% share — strong DEFEND coverage on the home pin.
- Randolph (07869) led delivery at 18.9% — a high-VW-density secondary market per the 35mi market-share file.
- Long-tail (07847, 07878, 07963, 07842, 07802, 07999) totals just 4.5% combined — tight geo discipline, not delivery leak.
- Closest VW competitor in the trade area is Joe Heidt Motors (~24mi NE) — primary cross-shop pressure point on Bergen-County side ZIPs.
Top 5 ZIPs
Inner ring
Long tail
Bubble area ∝ impressions • Click a bubble for detail
April 2026 Sales × Targeting
AUTOFLYTE 35mi market-share
Trend Motors' own April 2026 unit sales mapped against the campaign's ZIP-level delivery. Source: 35-mile trade-area market-share file.
Total Units Sold
57
35-mi trade area, April 2026
Trade-Area Rank
#5
of 25 VW dealers in 35mi
Sales from Targeted ZIPs
25
44% of total — 32 outside
Imps per Targeted Sale
2,479
61,987 imps ÷ 25 sales
Tiguan + Atlas = 79% of April sales. Compact + Large SUV dominate.
Trade-Area Competitive Standing
#5 of 25VW dealers with overlapping 35-mile customer pull. Top 5 take 60% of in-area volume.
| # | Dealer | Units | vs Trend |
|---|
| 1 | Jack Daniels Volkswagen | 86 | +29 |
| 2 | Douglas Volkswagen of Summit | 77 | +20 |
| 3 | Joe Heidt Motors, Corp. | 60 | +3 |
| 4 | Reydel Volkswagen, Inc. | 58 | +1 |
| 5 | Trend Motors, Ltd. | 57 | — |
| 6 | Teddy Volkswagen of the Bronx | 49 | −8 |
| 7 | Island Volkswagen | 48 | −9 |
| 8 | Reydel Volkswagen of Linden | 46 | −11 |
| 9 | Open Road Volkswagen Manhattan | 41 | −16 |
| 10 | Paul Miller VW of Bernardsville | 40 | −17 |
Targeted ZIPs — Imps vs Trend Sales vs Competitor Sales
22 ZIPsFor each ZIP we ran media in: how many of our 57 April sales came from there, and how many April VW sales went to other dealers in the same ZIP.
| ZIP | Area |
Imps |
Trend Sales |
Comp Sales |
Trend Share |
Imps / Sale |
Read |
| 07869 | Randolph | 11,701 | 1 | 2 | 33% | 11,701 | High imps · low yield |
| 07054 | Parsippany | 8,638 | 4 | 0 | 100% | 2,160 | Best converter |
| 07866 | Rockaway (Home) | 7,835 | 4 | 0 | 100% | 1,959 | Defended & won |
| 07005 | Boonton | 7,295 | 1 | 1 | 50% | 7,295 | Split with comp |
| 07801 | Dover | 6,472 | 2 | 0 | 100% | 3,236 | Holding |
| 07834 | Denville | 4,202 | 2 | 1 | 67% | 2,101 | Strong |
| 07849 | Lake Hopatcong | 3,225 | 0 | 1 | 0% | ∞ | Lost to comp |
| 07885 | Wharton | 2,479 | 3 | 0 | 100% | 826 | Most efficient |
| 07438 | Oak Ridge | 2,373 | 0 | 1 | 0% | ∞ | Lost to comp |
| 07981 | Whippany | 1,978 | 1 | 0 | 100% | 1,978 | Holding |
| 07950 | Morris Plains | 1,838 | 2 | 4 | 33% | 919 | Competitive zone |
| 07034 | Lake Hiawatha | 1,132 | 2 | 0 | 100% | 566 | Most efficient |
| 07803 | Mine Hill | 794 | 1 | 0 | 100% | 794 | Holding |
| 07927 | Cedar Knolls | 724 | 1 | 0 | 100% | 724 | Holding |
| 07046 | Mountain Lakes | 647 | 1 | 0 | 100% | 647 | Holding |
| 7 long-tail ZIPs (07435, 07847, 07878, 07963, 07842, 07802, 07999) | 654 | 0 | 1 | 0% | ∞ | Sub-scale |
| Targeted ZIP totals | 61,987 | 25 | 11 | 69% | 2,479 | |
Sales Outside the Buy — Geo Expansion Opportunity
32 of 57 sales
56% of April sales came from ZIPs we did not advertise in. A few stand out as worth folding into the May/June buy:
| ZIP | Area | Trend Sales | Total VW Sales | Trend Share | Read |
|---|
| 07876 | Succasunna | 4 | 5 | 80% | Add to buy — high yield, untapped |
| 07656 | Park Ridge | 2 | 4 | 50% | Outside trade area — investigate |
| 07821 | Andover | 2 | 2 | 100% | Add to buy — clean win |
| 07856 | Mount Olive | 2 | 2 | 100% | Add to buy — clean win |
| 07470 | Wayne | 1 | 18 | 6% | Big competitive market — needs full buy |
| 07016 | Cranford | 1 | 10 | 10% | Big market, 1 stray win |
| 07039 | Livingston | 1 | 9 | 11% | Worth probing |
| 07052 | West Orange | 1 | 6 | 17% | Worth probing |
| Plus 17 other ZIPs each with 1 stray sale outside the buy. |
Recommended geo additions for May: 07876 Succasunna (4 sales / 80% share — clear add), 07821 Andover (2 sales / 100%), 07856 Mt. Olive (2 sales / 100%). 07470 Wayne is worth a separate strategic conversation — 18 total VW sales there but Trend captured only 1.
Strategic read of April:
- The home market is locked. Rockaway (07866) and the immediate inner ring (Parsippany, Wharton, Lake Hiawatha) all hit 100% Trend share where we delivered.
- Randolph (07869) is over-served and under-yielding. 11,701 imps for 1 sale (1 lost to a competitor in the same ZIP) — efficiency is the worst in the buy. Worth re-weighting impressions out of 07869 toward the converters.
- Two ZIPs were lost to competitors with zero offset: 07849 Lake Hopatcong (3,225 imps → 0 Trend / 1 comp) and 07438 Oak Ridge (2,373 imps → 0 Trend / 1 comp). Investigate creative + audience overlap with the dealer that took those sales.
- Mix is heavily SUV. Tiguan + Atlas = 79% of sales. Creative weight on Compact (Jetta, Golf) is light — and only 12% of April volume came from that segment, supporting that mix.
- 56% of sales happened outside the buy. Four ZIPs are no-brainer adds to May (07876, 07821, 07856, plus a strategic look at 07470 Wayne).
Year-over-Year — April 2026 vs April 2025
Vendor + Media-Mix Change
Apr 2025 ran with EMG (CTV + Audio + Display, $5K). Apr 2026 ran with Pontiac DSP (CTV-only, $2K). Direct YoY of total impressions/spend is not apples-to-apples — see CTV-only line below.
Read in one sentence: Spend was halved and the buy narrowed to CTV-only, but funnel performance stepped up sharply — site visits +66%, VDP views +238%, VDP/Visit ratio doubled. Apples-to-apples on CTV-only delivery, impressions are roughly flat (-11%).
Metric
April 2025 (EMG)
April 2026 (Pontiac)
Total Spend
$5,000 (CTV+Audio+Display)
$2,003 −60%
Total Impressions
124,968 across 3 channels
61,987 −50%
CTV-only Impressions
69,817
61,987 −11%
Site Visits (CTV)
119
197 +66%
VDP Views
40
135 +238%
VDP / Visit ratio
33.6%
68.5% +34.9 pts
Cost per attributed VDP
$125.00 (blended)
$14.84 −88%
Cost per attributed visit
$42.02 (blended)
$10.17 −76%
Reach (HH)
28,350
~15,000 −47%
Avg Frequency
4.4×
4.1× flat
Three things to keep in mind reading this:
- Vendor change. EMG (2025) and Pontiac DSP (2026) define metrics differently — VDP-View pixel firing rules, fractional attribution windows, and unique-HH dedupe methodology may not match exactly. The +238% VDP swing is genuinely big, but a portion is likely a methodology delta.
- Media-mix change. 2025 was a CTV+Audio+Display blend ($5K total). 2026 is CTV-only ($2K). Audio and Display in 2025 contributed ~55K imps and unknown share of attributed visits. Comparing total imps masks the underlying CTV efficiency story.
- Apples-to-apples view. CTV-only impressions held roughly flat: 69,817 → 61,987 (−11%) on −60% spend, because the Audio and Display lines were dropped. The CTV-only conversion rate stepped up sharply — even after accounting for vendor methodology differences, the Pontiac CTV buy is delivering meaningfully more attributed engagement per dollar than the 2025 EMG CTV slice did.