You Down with OTT? Yeah, You Know Me! w/ Brian Toole

In this episode, host Dane Saville is joined by Brian Toole to talk all-things Over-the-Top. This is an opportunity for every dealer to target local consumers who use streaming apps, which is a fast-growing trend among American households as more broadcasting companies push their original content to be exclusively streamed. Now is the time to get a grasp on what this strategy is, how well it can target, how to budget, and what success looks like. 

3:55 Brian Toole's Automotive Origin Story

5:58 OTT Overview

• Over-the-Top Explanation

8:57 Balancing the OTT Segments

• 3 Segments Dealers Can Leverage

10:55 How Geofencing with OTT Still Gives You an Opportunity

• People Visit Fewer Dealerships, But...!!!

14:30 Social Media is the Precursor of OTT

• Programmatic Media
• Being Set Up for the Future

16:07 How to Approach Creative for OTT Advertising

• Crafting Video for Audiences

19:37 OTT for Fixed Operations? 

• Ways to Promote Your Services

20:53 Lifetime Customer Value: Retention vs. Acquisition

• The Benefits of Keeping Customers for Returned Business

22:50 Budgeting for OTT

• How to Allocate Among Your Segments

27:28 Focus on the Person, not the Domain

• Worrying about the Who, not the Where

30:45 What Does the OTT Data Inform You for Strategy?

• Learning How to Make Decisions Based on What  You See

34:25 Look at Things with a Holistic Perspective

• Tactics vs. Strategy
• 10,000-Foot View : Get Out of the Weeds Sometimes

35:24 Categorize Consumer "Intent"

• Breaking Out Your Audiences by Varied Needs

39:48 Final Piece of OTT Insight from Brian Toole

42:27 Contacting Brian Toole