What Does Silverback Advertising Do?
In this episode of ReUnion Station, hosts Chad Graves and Dave Spannhake are joined by Shane Stender, SVP and Managing Partner of Silverback Advertising. Known for his expertise in OTT (Over-the-Top) media solutions and digital advertising, Shane discusses Silverback’s innovative approach to helping automotive dealers optimize their marketing strategies. Silverback Advertising specializes in programmatic media and CTV (Connected TV) services, offering over 150 integrations with leading attribution providers and DSPs (Demand-Side Platforms).
Shane highlights how OTT is rapidly becoming an essential part of the automotive industry’s marketing toolkit. While only 10-15% of dealers currently utilize OTT in a continuous, always-on capacity, Shane emphasizes the significant opportunity for growth. He explains that OTT and CTV can help dealerships build upper-funnel awareness, which, in turn, makes lower-funnel activities like SEO and SEM (Search Engine Marketing) even more effective.
Throughout the conversation, Shane stresses the importance of an audience-first approach, especially as the advertising industry moves away from cookies. With identity resolution becoming more complex, Shane predicts a rise in contextual advertising and the continued importance of first-party data. He also touches on the key metrics for measuring OTT success, from branding and reach to specific cost-per-action goals, providing transparency and customizable reporting for each client.
If you’re an automotive dealership looking to expand your reach and leverage the power of OTT and programmatic advertising, this episode is a must-watch. Shane and his team at Silverback are leaders in the space and provide tailored strategies to ensure your campaigns deliver real ROI. You can reach out to Shane through LinkedIn or at silverbackadvertising.com.
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