becomes the focus, quality takes a back seat. The cheaper the inventory, the larger the potential spread. CPM Obsession For years, digital advertising has trained marketers to celebrate the lowest possible CPM. Television, whether linear or streaming, has always been about impact, attention and credibility. An $18 CPM that no one sees is more expensive than a $28 CPM that drives measurable results. OTT is still TV. Treating it like a low-cost display misses the point. At Dealer Stream, we believe streaming should be bought with the same intentionality as traditional television, prioritizing quality placements, verified audiences and transparent reporting. THE REAL COSTS OF THESE BUYS The hidden costs of outdated OTT aren’t always obvious in a media plan. They reveal themselves in underwhelming results. Unseen Impressions If inventory runs in low-engagement environments or outside peak viewing hours, impressions may technically be delivered but fail to capture attention. Ads that play when no one is actively watching don’t build brands or drive action. Bot-Heavy Channels Lower-tiered supply paths often carry higher fraud risks. Without strong fraud filters, dealerships can unknowingly fund invalid traffic. Those impressions count in reports, but not in reality. No Results, No Reporting When dealerships lack transparency into where and how their ads run, they lose the ability to connect exposure to outcomes. No granular reporting means no meaningful optimization. Without optimization, performance stagnates. The cost isn’t just wasted impressions; it’s lost opportunity! The chance to dominate premium streaming environments where real customers are highly engaged. For industries like automotive, this matters even more. Car buyers conduct deep research and consume long-form content across devices. Appearing in trusted, high-quality streaming environments during peak television consumption times increases both credibility and recall. HOW TO MODERNIZE YOUR STREAMING ADVERTISING STRATEGY Modern streaming advertising isn’t about chasing the cheapest impressions; it’s about maximizing impact. Focus on Premium Channels and Publishers Dealers need to prioritize placements within reputable streaming ecosystems and well-known content environments. Premium supply not only protects brand safety; it increases attention and performance. Target High Television Consumption Times Streaming isn’t just “always on.” There are peak windows like evenings, weekends, live events, etc., when viewership spikes and engagement is strongest. Aligning campaigns to these high-consumption periods increases effectiveness. Choose Partners with Fraud Filters Today, up to 25% of all streaming advertising is lost to ad fraud. Dealerships should demand rigorous fraud detection and supply path transparency. Your streaming partner should proactively filter invalid traffic and provide verification reporting, not just impression totals. Insist on Real Transparency Ask where your ads ran. Ask which publishers and which time blocks. If your partner can’t clearly show you, that’s a red flag. Modern OTT should offer clarity, not mystery. At Dealer Stream, our core philosophy is simple: quality over cheap reach. We focus on premium inventory, verified delivery and transparent reporting so dealerships know exactly where their dollars go and what they generate in return. Streaming isn’t just another line item; it’s television reimagined. It deserves a strategy built for performance, not shortcuts. THE BOTTOM LINE OTT isn’t the problem. Outdated buying strategies are. Low-cost, high-waste streaming TV buys may look efficient on a spreadsheet, but they often underdeliver where it matters most: real human attention and measurable outcomes. Dealerships must move beyond the CPM race and embrace a smarter, more transparent approach built on premium placements, fraud protection and strategic timing. Because in streaming, as in all advertising, the cheapest impression is often the most expensive mistake. Owen Moon has over two decades of experience in automotive marketing. As CEO of Dealer Stream, he’s helping to revolutionize how franchise dealerships use streaming advertising to effectively reach sales, service and vehicle acquisition customers via connected television (CTV), online video, and streaming audio. Previously, Moon co-founded FIXED OPS DIGITAL, an online service marketing company that helped dealerships boost service revenue through a better customer website experience. The company was acquired by TradePending in 2023, where Moon served as director of service sales until he left in 2024. Moon also serves on the Advisory Board for Bowtie Solutions, an outsourced BDC company focused on helping dealerships’ fixed operations departments enhance growth through strategic customer outreach programs. Moon is a sought-after industry speaker, podcast guest and writer who also enjoys golfing, traveling and spending time with his family, including his two grandchildren. 41 MONTANA AUTO DEALER
RkJQdWJsaXNoZXIy MTg3NDExNQ==