New Road Advertising

What New Road Advertising does

New Road Advertising is a Texas-based, founder-operated digital marketing and advertising agency founded in 2020 during the COVID-19 pandemic. The company primarily serves US automotive dealerships — including named accounts with Kia (Texas), Ford (New Jersey), and Volvo (New Jersey) — alongside small-to-medium-sized businesses across multiple states. Its service portfolio spans OTT advertising, email campaigns, SEM, SEO, social media advertising, YouTube ads, media buying, and video production, delivered through a consultative direct-sales motion with custom proposals and budget tiers ranging from under $10,000 to over $100,000.

The company's central technology asset is SMART Leads AI, launched in 2025, which uses an AI-powered tracking pixel to identify up to 30% of anonymous website visitors, capture behavioral and contact data, and trigger automated personalized email outreach with cross-channel retargeting across OTT, email, and social media. The platform integrates with HubSpot and Salesforce CRMs and is positioned as compliant with CCPA, GDPR, and CAN-SPAM. SMART Leads AI is enabled by first-party data partnerships that allow intender-based audience targeting using credit, demographic, and behavioral signals, bypassing iOS anti-tracking limitations that have eroded conventional digital ad targeting.

Commercially, New Road Advertising operates a hybrid revenue model combining professional services fees — likely project-based or retainer — with subscription/recurring revenue from the SMART Leads AI platform. The company is bootstrapped and privately held, with no disclosed institutional investment. Leadership consists of President Ric Boccio (over a decade of marketing experience) and Vice President of Digital Marketing Ryan Smith (nearly 20 years in digital marketing, former adjunct instructor at Kansas State University and the University of Miami). Reported customer outcomes include 35%+ average unique conversion rates across automotive clients, with individual campaigns demonstrating 63.39% (Kia), 65.55% (Ford), and 25.38% peak monthly (Volvo) conversion rates, plus 16.91% email open rates and 12.02% click-to-conversion rates across 47.5 million emails sent in 2023-2024.

Name

New Road Advertising

Legal name

New Road Advertising

Website

https://newroadadvertising.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

New Road Advertising is a Texas-based, bootstrapped digital marketing agency founded in 2020 that serves US automotive dealerships and SMBs with OTT, SEM, SEO, email, social, and video services, anchored by its SMART Leads AI lead-generation platform integrated with HubSpot and Salesforce.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)

akta.pro secondary industries

Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty) (BPAFAAAJ), Customer Journey Orchestration & Campaign Management (BPAFAFAF)

Keywords

• Digital marketing services
• OTT advertising
• Automotive marketing
• AI lead generation
• Search engine marketing

Headquarters

HQ city

Pompton Lakes

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Digital Marketing Services: Full-service digital marketing agency providing OTT advertising, email campaigns, SEM, SEO, social media advertising, YouTube ads, media buying, and video production services. Revenue generated through service fees, likely project-based or retainer arrangements.
2. SMART Leads AI Platform: AI-powered lead generation platform that turns anonymous website traffic into qualified leads, with CRM integration capabilities and privacy-compliant data handling.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

New Road Advertising is a full-service digital marketing and advertising agency that delivers OTT advertising, email campaigns, SEM, SEO, social media advertising, YouTube ads, media buying, and video production to automotive dealerships and SMBs across the United States. The firm's core differentiator is the proprietary SMART Leads AI platform, which identifies anonymous website visitors and enables cross-channel retargeting to drive qualified leads and measurable conversions for clients.

Product overview

New Road Advertising is a full-service digital marketing and advertising agency specializing in automotive marketing. The company offers a unified portfolio of services built around its AI-powered SMART Leads AI platform as the core lead generation engine. The product suite includes OTT Advertising (streaming video ads), Email Campaigns, SEM, SEO, Social Media Advertising, YouTube Advertising, Media Buying, and Video Production. SMART Leads AI integrates with HubSpot and Salesforce to capture and sync identified leads, while cross-channel remarketing extends across OTT, email, and social platforms. The services work together to deliver intender-based targeting, measurable campaign performance, and transparent reporting for automotive dealerships and SMBs.

Differentiator

Problem solved

Functional benefit

Products and services

• SMART Leads AI AI-powered lead generation platform that identifies anonymous website visitors (up to 30%), captures their names, emails, phone numbers, and browsing behaviors via an AI tracking pixel, and engages them with automated personalized email outreach. Enables cross-channel retargeting across OTT, email, and social media and integrates with HubSpot and Salesforce CRMs. Designed for automotive dealerships and SMBs seeking to convert anonymous traffic into qualified, sales-ready leads while bypassing iOS anti-tracking limitations.
• OTT Advertising Over-the-top advertising service delivering targeted video ads to viewers on streaming platforms including Smart TVs, Roku, Amazon Fire, Apple TV, Hulu, Netflix, Peacock, and Disney+. Offers precision audience targeting, measurable campaign performance tracking, and strategic remarketing to reach in-market consumers during their purchasing journey. Targeted at automotive dealerships and SMBs seeking brand awareness and lead generation through streaming video.
• Email Campaigns Targeted e-blast email marketing service featuring promotional emails, informative newsletters, and re-engagement campaigns. Includes responsive template design, drip automation workflows, abandoned cart recovery, and integration with intender lists for reaching in-market consumers. Built for businesses seeking to nurture leads and drive conversions through personalized email outreach.
• SEM (Search Engine Marketing) Search Engine Marketing and pay-per-click advertising service on Google, Yahoo, and Bing. Includes campaign strategy, keyword optimization, remarketing, location-specific targeting, landing page optimization, and Performance Max campaigns utilizing machine learning for automated multi-channel optimization. Designed for businesses seeking immediate paid search visibility and lead capture.
• SEO (Search Engine Optimization) Search Engine Optimization service including keyword research, audience demographics targeting, meta description optimization, on-page optimization, technical SEO audits, analytics, and algorithm adaptation. Focuses on organic search visibility and long-term sustainable traffic growth for businesses seeking cost-effective inbound lead generation.
• Social Media Advertising Social media advertising service across Facebook, Instagram, TikTok, LinkedIn, and Pinterest platforms. Features enhanced demographic targeting, audience growth, remarketing to website visitors, original ad copy creation, engagement tracking, and conversion monitoring via Meta Pixel. Built for businesses seeking audience engagement and lead generation across major social platforms.
• YouTube Advertising YouTube video advertising service offering multiple ad formats (skippable in-stream, non-skippable, bumper ads, video discovery ads). Includes demographic and interest targeting, custom intent targeting, retargeting capabilities, video editing services (scripting, voiceovers, captions, graphics), and full-service campaign management. Targeted at businesses seeking video-driven brand awareness and conversions.
• Media Buying Strategic media buying service across television, radio, digital, print, and outdoor platforms. Includes programmatic media buying using automation and real-time bidding, multi-platform campaign execution, and transparent performance reporting. Designed for businesses seeking broad-reach advertising campaigns with cross-channel execution.
• Video Production Professional video production service for advertising content including on-location filming, scriptwriting assistance, professional voiceovers, royalty-free music licensing, animation and motion graphics, stock footage integration, and post-production editing. Production timelines range from 1-4 weeks. Supports businesses needing high-quality video creative for OTT, YouTube, and social media campaigns.

Quantifiable outcome

• Average unique conversion rate of 35%+ across automotive clients
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature3 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adpearance: Adpearance is a digital marketing agency focused on automotive and powersports dealerships, offering paid media, OTT, SEO, and website services — closely overlaps with New Road Advertising's full-service dealership offering.
• Dealer.com (CDK Global): Dealer.com is the dominant automotive digital marketing platform for dealerships, offering websites, SEO/SEM, and digital advertising — directly competing with New Road Advertising's automotive dealership offering with a much larger footprint and OEM relationships.
• Digital Air Strike: Digital Air Strike is a digital marketing and consumer engagement platform purpose-built for automotive dealerships, covering social media, reputation, and lead response — closely comparable to New Road Advertising's automotive SMB vertical.
• AutoLeadStar: AutoLeadStar is an AI-powered digital marketing platform for automotive dealers, providing lead generation, retargeting, and CRM integration — a direct technology and vertical peer to New Road Advertising's SMART Leads AI.
• LotLinx: LotLinx provides AI-driven digital marketing and inventory advertising for automotive dealerships, focused on VIN-level targeting and attribution — parallel to New Road Advertising's intender-based OTT targeting approach.
• PureCars: PureCars is a data-driven digital marketing platform for automotive dealers, providing precision targeting, OTT/SEM, and attribution — comparable in product mix and vertical focus to New Road Advertising.
• Team Velocity: Team Velocity is a marketing technology provider for automotive dealerships and dealer groups, offering digital advertising, websites, and analytics — directly comparable OEM/dealer-group marketing stack.

Broad incumbents

• Tinuiti: Tinuiti is a large independent performance marketing agency offering paid search, paid social, programmatic/CTV, and Amazon advertising — a broader incumbent with overlapping capabilities across the same SMB/mid-market GTM segment.
• The Trade Desk: The Trade Desk is a leading global programmatic/CTV advertising platform — overlaps with New Road Advertising's OTT/CTV ad buying capabilities but operates at vastly larger scale as an upstream infrastructure provider.

Emerging players

• Strategus: Strategus is a CTV/OTT advertising agency focused on programmatic video and OTT buying — comparable in CTV specialization to New Road Advertising's OTT pivot, though smaller and more channel-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/newroadadvertising
• LinkedInlinkedin.com/company/new-road-advertising

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Road Advertising