Households are cutting the cord from traditional cable at record pace by moving toward digital streaming services like Netflix, Hulu, and Amazon. Which for savvy businesses such as your RV dealership, these streaming options present exciting new ways to reach and connect with RV shoppers.
OTT, which stands for ‘over-the-top’, is the acronym used to describe streaming media services (examples above, incl. Netflix, Hulu, Amazon, etc.) offered directly to viewers over the internet. OTT bypasses cable, broadcast, and satellite television platforms that traditionally act as a controller or distributor of such content.
Like traditional TV, with OTT a person is watching TV, sees your ad/commercial, and then returns to their normal programming. But that’s where the similarities end.
Advantages of OTT vs. traditional TV
- OTT targets people in-market for an RV! With technology similar to Google’s behavioral audience targeting capabilities, you can choose to show your OTT commercials only to people whose past internet activity (and other signals) indicate RV buying intent. Traditional TV just can’t do that.
- Retarget to your past website visitors. Similar to how Google and Facebook retargeting works, a pixel is placed on your website to identify visitors on your site. Later, while these visitors watch streaming media/TV, your targeted ads get in front of them and even track them back to your website as returning shoppers!
- Geo-conquest your competitors. When your website visitors then physically visit one of your competitors’ locations, they can be tracked and shown your ads/commercials.
- Actual reporting! With OTT, you know how many website visitors came by seeing your ad, video completion rates, performance by device and demographics, and much more. With traditional TV, you essentially have little to no idea how your ad spend performed.
What else should I know?
OTT works. We’ve created and run many campaigns/commercials achieving good results compared to the high dollar, unknowns of traditional TV. I strongly recommend that you consider moving some or all of your traditional TV budget to influence and connect with these RV shoppers. Many dealers already have, and don’t be left behind as traditional TV audiences shrink by the day.
How can I get started?
Get with your CSS/Account manager who will connect you with one of our OTT specialists to review your current ads or plug you into our turnkey OTT solution, including video/commercial production if needed.
Always here to help!