A Dealer's OMG Guide to All Things OTT w/ Matt Wilson

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)