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

The KPI Cafe

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)