OTT advertising
Also called: Connected TV advertising, Streaming ads
OTT advertising is video advertising placed on over-the-top streaming platforms that deliver content over the internet rather than through broadcast or cable, allowing dealerships to run television-style ads targeted by city and audience.
OTT advertising in dealership marketing
For a dealer, OTT offers the reach of television with the targeting of digital: a launch or festive offer can be shown to households in a specific city or district rather than an entire state.
It is an awareness channel, not a lead channel, so it should be measured by lifts in branded search, direct enquiries, and footfall during the campaign window rather than by clicks.
Related terms
- Advertising
Retargeting
Retargeting is showing ads to people who have already visited a website, viewed a listing, or engaged with a social post, in order to bring them back to take the next step such as booking a test drive.
Read definition - Dealer Operations
Festive season demand
Festive season demand is the annual rise in vehicle purchases around India's major festivals, particularly the Navratri-to-Diwali period nationally and regional festivals such as Onam and Pongal, when many buyers deliberately time a purchase for an auspicious date.
Read definition - Leads & Sales
Showroom footfall
Showroom footfall is the number of prospective buyers who physically visit a dealership in a given period, and it is the outcome most dealer marketing is ultimately judged on.
Read definition
Where it applies
AutoSutra services where ott advertising comes into play.
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