A recent article on CreditUnions.com, “As Indirect Lending Falls, So Goes Auto Market Share,” paints a stark picture of declining auto loan market share among credit unions. With new auto loans down 4.3% and used auto loan growth stagnating, many credit unions are left wondering, what’s next?
Hot Take: this decline isn’t inevitable. Credit unions don’t have to be passive observers of market trends. Instead, they must be proactive, intentional, and aggressive in driving direct auto loan growth. The opportunity is there. The question is: Are credit unions effectively reaching and educating potential borrowers?
CTV: The Game-Changer for Credit Union Auto Loan Growth
The most effective, scalable, and underutilized tool for credit unions to reverse this trend is Connected TV (CTV) advertising. Unlike traditional digital and search marketing, which often targets consumers after they’ve already engaged with auto dealers or big banks, CTV allows credit unions to reach, educate, and influence auto loan intenders before they even start the process.
At TriAD CTV®, we’ve built the industry’s only credit-union-specific CTV solution—Credit Union CTV™—that empowers credit unions to put their brand and auto loan offers directly in front of the right audience at the right time.
Here’s why CTV is the single most effective channel for driving new auto loan growth:
1. Targeting the Right Borrowers Before They Shop
Most digital strategies focus on retargeting—chasing borrowers who have already been exposed to competitors. CTV flips the script. Using advanced data and audience modeling, we target auto loan intenders before they even walk into a dealership—reaching them while they are streaming their favorite TV shows, sports, and news content.
2. Engaging and Educating in a Way No Other Channel Can
People don’t engage with banner ads. They skip pre-roll YouTube ads. But TV advertising is different. It commands attention, tells a compelling story, and allows credit unions to position themselves as the trusted financing partner before a consumer makes a decision.
For years, indirect lending has put credit unions in the back seat of the auto loan process. With CTV, credit unions can take control by building direct relationships with members first—before the dealer, before the bank.
3. Reaching Younger, High-Intent Borrowers
Over 79% of Gen Z and 84% of Millennials are active CTV users. These are the next wave of borrowers, and they expect digital-first, mobile-friendly, and highly visual engagement. Traditional direct mail and outdated digital ad strategies simply don’t reach them effectively. CTV does.
4. Precision Data = High ROI
One of the biggest advantages of Credit Union CTV™ is the ability to track and measure engagement, ad effectiveness, and loan application lift—something that’s nearly impossible with traditional media. Credit unions can finally see the direct impact of their marketing spend on auto loan growth.
5. Competing with Big Banks—On Equal Footing
Banks and captives (like Ford and Toyota financing) spend billions on brand advertising and auto loan promotions. Most credit unions don’t have the same budgets—but CTV levels the playing field.
With Credit Union CTV™, credit unions can achieve the same reach and influence as the big players—but with smarter targeting, better cost efficiency, and a direct path to new members and loan applications.
So… What Now?
Credit unions can’t afford to take a wait-and-see approach to auto lending. The institutions that embrace proactive, modern marketing strategies will be the ones that win in auto loan growth, member acquisition, and long-term loyalty.
Auto loan intenders are watching CTV. The question is: Are they seeing your credit union’s message?
If your credit union wants to increase direct auto loan volume, attract new members, and build sustainable growth, now is the time to put CTV to work. The decline in indirect lending doesn’t have to mean a decline in auto loan success. With the right strategy, credit unions can turn this challenge into their biggest growth opportunity yet.
Implementing Your CTV Strategy
Implementing a successful Streaming TV (CTV) strategy is turn-key with TriAD. Our team of seasoned account managers and strategists bring a wealth of Credit Union industry knowledge and experience to the table, ensuring your advertising campaigns are both effective and efficient.
We harness high-fidelity third-party data from leading providers to craft precise audience segments. Our experts then refine these segments to model top-performing Credit Union CTV™ campaigns on TriAD’s platform. This meticulous approach ensures your ads reach the most relevant audiences, maximizing engagement and conversion rates.
Once your CTV Campaign is live, TriAD’s media team and AI Agents are deploying continuous real-time optimizations to align with each credit union’s specific goals. This continuous optimization keeps your CTV strategy agile and responsive to market dynamics.
Partnering with TriAD CTV allows credit unions to seamlessly implement a high performing CTV strategy, leveraging expert knowledge, sophisticated data analytics, and ongoing optimization to reach your objectives.