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A Dealer's OMG Guide to All Things OTT w/ Matt Wilson
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In this episode of the KPI Cafe, Matt Wilson of Silverback Advertising takes us back into the Wild, Wild West of OTT. He and host Dane Saville cover a full gamut of topics to help dealers be able to ask the right questions of their vendor partners by building a fundamental understanding of this strategy. So whether you're a novice who wants insights on why you should leverage OTT or have been using it and want more in-depth perspective on optimizing your campaign, there's actionable tidbits for everyone.
You'll even learn some brand new vocabulary in the episode, like "inmarketedness."
Here's what you can expect:
Matt Wilson's Automotive Origins (2:48)
Defining the Purpose of OTT (6:11)
- TV Programming to Cableless Folks
- Devices, OTT, CTV
Dealer Objectives to Help Make Strategic Decisions (8:25)
- Campaign Goal
- "Legitimate" Content
- Audience, not the Program
- Placements
- Wild, Wild West
How OTT Stands Out from TV (12:26)
- Vanity Metrics
- Targeting
- Traffic
- Anecdote
How Does Audience Building Happen for OTT? (18:34)
- No Consistency Across Platforms
- "Inmarketedness"
- Data Source
Adding Layer of Depth to Strategy (21:23)
- Geofencing
- Fixed Ops
Breakdown of OTT Ad Types (22:45)
- Buyback, Lease, Brand, QR Codes
Optimization in OTT (24:36)
- Silverback Example
- Machine Learning
- Ad Duration Recommendation
Ability to Optimize Quickly? (28:29)
- Creative Production Barrier
- Template Approach
- Quick Upload
How to Develop Creative from Audience (30:10)
Biggest Challenges in Dealers Using OTT Correctly (32:30)
- Perception
- Branding AND Low-Funnel, Results-Driven
Is OTT Accessible to Dealer's of All Market Conditions? (35:17)
- Costs/Minimums
- Big Span
Questions Dealers Should Ask OTT Providers Before Doing Business (37:54)
Chapters
1. Matt Wilson's Automotive Origins (00:02:48)
2. Defining the Purpose of OTT (00:06:11)
3. Dealer Objectives to Help Make Strategic Decisions (00:08:26)
4. How OTT Stands Out from TV (00:12:26)
5. How Does Audience Building Happen for OTT? (00:18:34)
6. Adding Layer of Depth to Strategy (00:21:23)
7. Breakdown of OTT Ad Types (00:22:45)
8. Optimization in OTT (00:24:36)
9. Ability to Optimize Quickly (00:28:29)
10. How to Develop Creative from Audience (00:30:10)
11. Biggest Challenges in Dealers Using OTT Correctly (00:32:30)
12. Is OTT Accessible to Dealer's of All Market Conditions? (00:35:17)
13. Questions Dealers Should Ask OTT Providers Before Doing Business (00:37:54)
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