How to Succeed with Streaming Ads | The Drive Podcast ft. Brett Hall

·26 min·2 clips

Brett Hall reveals why less than 5% of dealerships use streaming ads, despite its explosive potential.

The episode begins with Jason Harris introducing Brett Hall from EMG at the Streaming Automotive Summit in Newport Beach. Hall notes the low adoption of streaming ads among dealerships, highlighting a knowledge gap. He recounts his career starting at Google on audio ads and YouTube, then moving into automotive streaming through a LinkedIn ad referral. EMG originally focused on direct-response display advertising, selling products like diet pills with strict outcome-based attribution. They pivoted to streaming around 2017-2018, discovering automotive as a key vertical. Hall emphasizes an 'attribution-first' strategy, tracking sales and foot traffic accurately rather than relying on vanity metrics. The discussion shifts to audience-first marketing, with both hosts critiquing agencies that still don't use data-driven audience strategies. Hall explains that streaming allows targeting households across multiple connected devices, flipping the traditional content-audience paradigm. He details how EMG works with agencies as streaming experts, providing geo-targeting and frequency recommendations based on seven years of data. Jason stresses the need for marketing partners who understand dealership goals across all channels. They touch on the growing digital marketing spend in automotive, now the largest expenditure. The episode concludes with contact information for EMG and a recap of the summit content.

As heard by us

A grounded discussion of the questions, metrics, and practical decisions behind streaming ads in automotive.

Streaming advertising is now part of the mainstream media mix, but this conversation stays focused on the harder question: how dealers and ad associations should think about it.

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Why you'd press play

Want to understand why streaming ads can leave dealers asking the wrong questions?

Read the full recommendation in PlayNext →

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