Digital Dealer - January 2019 - 10
M A R K E T ING & ADVERT ISING: CT V/OTT Adver ti si ng
By Jim Boldebook
Founder,
CBC Automotive Marketing
'OVER-THE-TOP'
Advertising!
Last month, I made
the 'big switch,' cutting
the cable-delivered TV to
'Streaming,' and in the
process, discovered the
world of OTT (over-thetop) advertising. In
addition to the regular
channels I previously
received, I am now able to
access a host of apps via
the internet with endless
programming options. In
addition to Netflix ,Amazon Prime, and Hulu,
streaming gave me
options like the Roku
channel, which led me to
more more content on
Pluto, Vudu, YouTube, etc.
10
JANUARY 2019
I remember when TV was
three local channels, ABC,
NBC, and CBS!
As I flipped through the
various offerings, I found
a source for old 'Lost in
Space' episodes (Danger Will Robinson!) and
settled in for some retro
fun. As I was thinking to
myself...self, who is going
to pay for all this content
being delivered, on pops
a commercial for a local
insurance company. In
the corner of the screen, it
said #1 of 4 commercials.
And sure enough, three
more thirty-second ads
followed, then I was back
to being 'Lost in Space.'
Wanting to know how
the ad message made its
way to a streaming product from a channel named
'Pluto' I dialed up digital
guru Bob Myhal at CBC
and asked him for the
low-down. Bob explained
OTT advertising, which
in many ways is similar to
broadcast TV advertising,
but the video ad content is
delivered through streaming media via OTT platforms rather than through
traditional broadcast and
cable networks.
I then followed up with
some further questions
about the world of OTT
advertising, like...
WHO IS THE TARGET
AUDIENCE? According to
Bob, its real power is not
only the ability to reach
cord cutters but to also
utilize extensive demographic and behavioral
targeting capabilities like
reaching older folks like
OTT ADS CAN TARGET AUDIENCE
BASED ON THE SPECIFIC PARAMETERS
OF THOSE MOST LIKELY TO WATCH
SPECIFIC SHOWS."
D I G I TA L D E A L E R . C O M
http://www.DIGITALDEALER.COM
Digital Dealer - January 2019
Table of Contents for the Digital Edition of Digital Dealer - January 2019
Digital Dealer - December 2018
Contents
Message from the Show Director
6 Facing Sales Slump, Automotive Brands Can Win by Adding Real-World Value in the Digital Shopping Journey BY Brian Solis
7 Reasons for a 2019 Social Media Policy Review
'OVER-THE-TOP' Advertising! BY Jim Boldebook Dealer Ops
Buy/Sell Trends Expected in 2019
The Two Non-Negotiable Pillars of Accountability
7 Questions to Ask When Hiring a Customer Service Trainer
How to Add $1.0MM to Your Bottom Line Profits
The Art and Science of Parts Inventory Reconciliation
Trade, Tariffs, and Labor
Building Your Business by Building Your People!
Great Service Managers Follow a 4C Approach
Collision Shop Liability Is a Serious Issue for All – Read This!
Does Your Store Exemplify Consistency & Excellence or Complacency & Mediocrity?
Increasing Service Business Through Convenience – A Tactical Approach
5 Questions That Are Missing from Your F&I Customer Interviews
How to Drive Sales with Predictive Analytics BY JOHANNES GNAUCK
Digital Dealer - January 2019 - CT1
Digital Dealer - January 2019 - CT2
Digital Dealer - January 2019 - Digital Dealer - December 2018
Digital Dealer - January 2019 - Cover2
Digital Dealer - January 2019 - 1
Digital Dealer - January 2019 - Contents
Digital Dealer - January 2019 - 3
Digital Dealer - January 2019 - Message from the Show Director
Digital Dealer - January 2019 - 5
Digital Dealer - January 2019 - 6 Facing Sales Slump, Automotive Brands Can Win by Adding Real-World Value in the Digital Shopping Journey BY Brian Solis
Digital Dealer - January 2019 - 7
Digital Dealer - January 2019 - 7 Reasons for a 2019 Social Media Policy Review
Digital Dealer - January 2019 - 9
Digital Dealer - January 2019 - 'OVER-THE-TOP' Advertising! BY Jim Boldebook Dealer Ops
Digital Dealer - January 2019 - 11
Digital Dealer - January 2019 - 12
Digital Dealer - January 2019 - 13
Digital Dealer - January 2019 - 14
Digital Dealer - January 2019 - 15
Digital Dealer - January 2019 - 16
Digital Dealer - January 2019 - 17
Digital Dealer - January 2019 - Buy/Sell Trends Expected in 2019
Digital Dealer - January 2019 - 19
Digital Dealer - January 2019 - 20
Digital Dealer - January 2019 - 21
Digital Dealer - January 2019 - The Two Non-Negotiable Pillars of Accountability
Digital Dealer - January 2019 - 23
Digital Dealer - January 2019 - 7 Questions to Ask When Hiring a Customer Service Trainer
Digital Dealer - January 2019 - 25
Digital Dealer - January 2019 - How to Add $1.0MM to Your Bottom Line Profits
Digital Dealer - January 2019 - 27
Digital Dealer - January 2019 - The Art and Science of Parts Inventory Reconciliation
Digital Dealer - January 2019 - 29
Digital Dealer - January 2019 - Trade, Tariffs, and Labor
Digital Dealer - January 2019 - 31
Digital Dealer - January 2019 - Building Your Business by Building Your People!
Digital Dealer - January 2019 - 33
Digital Dealer - January 2019 - Great Service Managers Follow a 4C Approach
Digital Dealer - January 2019 - 35
Digital Dealer - January 2019 - Collision Shop Liability Is a Serious Issue for All – Read This!
Digital Dealer - January 2019 - 37
Digital Dealer - January 2019 - 38
Digital Dealer - January 2019 - Does Your Store Exemplify Consistency & Excellence or Complacency & Mediocrity?
Digital Dealer - January 2019 - 40
Digital Dealer - January 2019 - 41
Digital Dealer - January 2019 - Increasing Service Business Through Convenience – A Tactical Approach
Digital Dealer - January 2019 - 43
Digital Dealer - January 2019 - 5 Questions That Are Missing from Your F&I Customer Interviews
Digital Dealer - January 2019 - 45
Digital Dealer - January 2019 - How to Drive Sales with Predictive Analytics BY JOHANNES GNAUCK
Digital Dealer - January 2019 - 47
Digital Dealer - January 2019 - 48
Digital Dealer - January 2019 - Cover3
Digital Dealer - January 2019 - Cover4
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