The New Age of Branding: Data, Creativity, and Streaming TV

When I started in this business some 30 years ago, the process of developing an ad campaign relied heavily on creative teams—art directors, copywriters, and creative directors—who would collaborate to craft the ads and campaigns. While I loved the special magic and energy of these in-person sessions, the process was hit-or-miss.

Today, ad creation is driven by data. Marketers excruciatingly track who their audience is, when to reach them, and what platforms deliver the best engagement. Every part and piece is fine-tuned and optimized down to the last detail with machines increasingly shaping content creation as well.

But with everyone having access to the same tools and data, the real competitive edge now needs to come from something deeper. The true power of an ad isn’t just about where or when it’s seen, but whether it can stand out and make an emotional connection. You can measure impressions, clicks, and engagement all day, but the “a-ha” moment—that spark that sets a campaign apart—is much harder to quantify.

Historically, customers have picked dealerships based on price, selection, and service. But now, they assess price and selection online long before ever setting foot on your lot. So how do they evaluate service? Customer reviews are one way, but relying solely on reviews means leaving your reputation in the hands of others. This is where branding and video can and must serve a crucial role.

The Role of Video in Modern Branding

Video allows you to connect with customers on a deeper, more personal level while they’re actively browsing your website or considering your dealership. This is your opportunity to go beyond basic SEO tricks and deliver a powerful elevator pitch.

When it comes to local dealership advertising, I see far too many stores that follow the ‘standard’ template: the hero shot of the dealership and rows of cars, ad copy touting how many years they’ve been in business, maybe even a catchy jingle with a voice over offering to pay more for your trade-in. Or worst of all, price and item vehicle shots using factory footage or images. (Gasp!)

These formulaic ads are worse than generic, they’re uninspiring and fail to differentiate you from anyone.

I've been fortunate over the years to work with absolutely amazing dealers who trusted my team and I to bring them our best work. Thank you!

Push yourself and push your team to do better. Don’t settle.

Ask, and keep asking -what makes you different? Is it your commitment to the community, the team spirit within your store, or your focus on making car buying relaxed and fun? Maybe it’s your time-saving innovations that streamline the process. This is your chance to communicate not just why people should shop with you, but WHO YOU ARE. Beyond the facts and figures, it’s about the emotional experience you create for your customers. What’s your attitude? What’s the essence of your dealership’s culture? While AI and new tools help us work faster and more efficiently, there's still a lot of magic that comes from the human touch at the heart of it all.

An Omni-Channel approach

A video branding campaign, done properly, can both inspire and integrate precision data to deliver compelling, creative storytelling across various platforms

1. Streaming TV: The Next Frontier for Branding. OTT/Streaming is my favorite video platform. I get to combine advanced data targeting with creative storytelling, offering dealerships the perfect opportunity to connect with their audience. Video ads were already powerful, but streaming TV takes things a step further by allowing your dealership to target specific demographics and behaviors with pinpoint accuracy, much like digital ads—but in a far more immersive format. You can reach different segments with unique, personalized ads—show a spacious SUV to a growing family and a luxury sedan to a retiree couple. This personalized approach obviously resonates more deeply than one-size-fits-all messaging.
2. Video Messaging Across Platforms: Reinforce your streaming TV ads with video content on your website and social media. Video allows potential customers to get a feel for your dealership’s personality before they even step foot on the lot. Is it the time-saving processes you’ve implemented, your dedication to the local community, or your pressure-free environment? Video gives you the chance to build value and trust through storytelling.
3. Cross-Platform Consistency: Your streaming TV ads, website videos, and social media content should all align, telling a consistent story across platforms. A cohesive message creates a unified brand experience, whether customers see you on their streaming service, scroll through social media, or browse your website.
4. Optimize and Adjust Based on Data: Streaming TV provides robust data-tracking features, allowing you to see how different segments respond to your ads. This data helps you fine-tune your creative strategy and targeting efforts, ensuring your campaigns are as effective as possible.

The Future of Branding Lies in the Balance of Creativity and Data

In today’s world, local dealership advertising is about finding the right balance between creativity and data. Video gives you the best of both worlds, allowing you to combine precision targeting with emotionally engaging messaging. As customers increasingly research price and selection online, it’s your brand’s personality and values that will differentiate you from the competition.

By leveraging video ads and streaming platforms, you can create a holistic campaign that captures attention, builds trust, and fosters emotional connections with your audience. It’s not just about what you say, but how you say it—and streaming TV offers the perfect platform to do both in a way that’s data-driven yet creatively compelling. This is the future of branding—where the power of data meets the art of storytelling to create genuine HUMAN impressions.