Show notes
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 Story5:58 OTT OverviewOver-the-Top Explanation8:57 Balancing the OTT Segments3 Segments Dealers Can Leverage10:55 How Geofencing with OTT Still Gives You an OpportunityPeople Visit Fewer Dealerships, But...!!!14:30 Social Media is the Precursor of OTTProgrammatic MediaBeing Set Up for the Future16:07 How to Approach Creative for OTT AdvertisingCrafting Video for Audiences19:37 OTT for Fixed Operations? Ways to Promote Your Services20:53 Lifetime Customer Value: Retention vs. AcquisitionThe Benefits of Keeping Customers for Returned Business22:50 Budgeting for OTTHow to Allocate Among Your Segments27:28 Focus on the Person, not the DomainWorrying about the Who, not the Where30:45 What Does the OTT Data Inform You for Strategy?Learning How to Make Decisions Based on What You See34:25 Look at Things with a Holistic PerspectiveTactics vs. Strategy10,000-Foot View : Get Out of the Weeds Sometimes35:24 Categorize Consumer "Intent"Breaking Out Your Audiences by Varied Needs39:48 Final Piece of OTT Insight from Brian Toole42:27 Contacting Brian Toole
