Hosts welcome Shane Stender to the NCM “clients and friends” workshop in Kansas City, tracing how the event and its V20 group idea grew over time. The conversation shifts to dealer collaboration and coaching around launching products in stores, then into programmatic, connected-TV advertising. Shane explains how dealers can use first-party data, reduce bot traffic, and reach shoppers upstream (90–120 days) with analytics that later show impact on search and offline messaging alignment.
In this special Series NCM Event Conversations we grabbed a few of our favorite guest to talk about their experiences and whats happening in our Industry. In this interview Lou Ramirez and Fred Lennartz speak with Shane from Silverback Advertising to discuss the event’s unique “clients and friends” vibe and how it helped spark the V20 group of vendor companies collaborating to solve dealer challenges.
Join us at NCM’s first-ever Fuel the Future May 18th-20th – An NCM Fixed Ops Summit, an experience built for leaders ready to elevate performance, profitability, and the customer journey through modern systems and by utilizing AI-driven innovation. Register Now!
"But the thing that we're here talking about brewing is programmatic media
Which is what we've been talking about for a couple years and really educating dealers on everything that programmatic media brings to the table for"
Programmatic media means using software to place ads online. It helps choose who sees the ad and where it shows up, without doing it all by hand.
Programmatic media is the automated buying and placement of digital ads using software. Instead of manually negotiating where ads run, systems target audiences and optimize delivery based on data.
"And this year we're building on that as more and more dealers start to adopt connected tv or streaming tv
As a part of their media plans"
Connected TV is when you watch streaming shows or sports on a smart TV. Ads can be targeted more like online ads, not just broadcast to everyone.
Connected TV (CTV) refers to streaming video on internet-connected televisions. It blends traditional TV viewing with digital ad targeting and measurement.
"It's proving to be a very effective piece of the performance media and really drive meaningful traffic that ends up converting for dealers
And how they tell that story now has a lot more opportunity because unlike the old days of traditional linear tv"
Performance media is ads that are tracked for results. Instead of only measuring views, it focuses on things like leads or sales that come from the ads.
Performance media is advertising optimized for measurable outcomes like clicks, leads, or conversions. The goal is to tie ad delivery to results rather than just brand impressions.
"And how they tell that story now has a lot more opportunity because unlike the old days of traditional linear tv
They've got a lot more opportunity to use small batches of data"
Traditional linear TV is the classic “watch it when it airs” kind of TV. Streaming usually lets advertisers target people and measure results more precisely.
Traditional linear TV is scheduled broadcast or cable programming where viewers watch at set times. It typically offers less precise audience targeting and fewer real-time data signals than streaming.
"They've got a lot more opportunity to use small batches of data
To use their first party data to really hone in their messaging and say"
First party data is data a company gathers directly from people who interact with them. Because it comes from the company itself, it can help tailor ads to the right audience.
First party data is information a business collects directly from its own customers or users (for example, from a website, app, or logged-in interactions). It’s used for more accurate targeting and personalization.
"They've got a lot more opportunity to use small batches of data
To use their first party data to really hone in their messaging and say"
It means using smaller groups of audience information instead of everyone at once. That lets advertisers tailor the message to the people most likely to care.
“Small batches of data” refers to using limited, segmented sets of audience information rather than one broad dataset. In ad targeting, it helps refine messaging for specific groups.
"And you can actually do that on live sporting events and premium publishers in very safe spaces
With a lot of good controls to make sure that your ads are free from bots and stuff like that"
In advertising, “bots” are automated programs that can generate fake ad views or clicks. Ad platforms use controls to reduce bot traffic so campaigns reach real people.
"And you can actually do that on live sporting events and premium publishers in very safe spaces
With a lot of good controls to make sure that your ads are free from bots and stuff like that"
Premium publishers are reputable websites or media channels. Advertisers prefer them because the content and audience are generally higher quality.
Premium publishers are well-known media outlets or platforms with higher-quality content and audiences. Advertisers use them to place ads in more trustworthy environments.
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Hello and welcome to the car guy coffee podcast. You are listening to the inter brews at the ncm client and friends event
Enjoy these conversations. Let's brew
What's going on car guys and car gals? We are having some fun over at the ncm and associates
Clients and friends workshop out here in kansas city and look who it is that we got to brew with ladies and gentlemen
We have the one the only
Shane
Welcome to the show brother excited that you're here. It's a bro, man. It's always good to have you around
It's always good to see your face, man
You always have a smile on it and you're always trying to bring some great news to the industry
So thanks for being here ncm clients and friends, man
The first of those but first of it's not the first of the clients and friends events that we've had together
David kane's been hosting them for years and now he's passed a baton on to ncm. He is hosting it currently
But it is ncm show and it's really unique. It's a different type of vibe. It's a different type of place
We've been doing it in lexington, kentucky for many years. So how you feeling about kansas city so far
Feeling the new vibe. It's a great new feel to it
But with david kane still leading it it's still got that
Amazing presence that he brings to this type of event
And the name says it all clients and friends
And you just feel like you're amongst a large group of friends
Whether it's people on the vendor side or the dealer side. They're here
No doubt about it and that does make it really awesome one of the things that came about during these
Clients and friends events is our v20 group that we're in right that I think the idea sparked about 23 years ago
It was brent and a few other people and of course we had david kane involved in it and when it started up
I think it was because of the vibe of this event. We all got together. We were all vibing so well
We're like we should get together and help each other grow
So it's pretty unique to see that happen. How you've been loving v20 so far v20 has been absolutely amazing
We were in that we're in that inaugural group with you guys
The originators the originators, but it's been an amazing experience
It's a great group of companies that like traditional 20 groups different sizes
Different areas of specialty
But we all have business problems and business challenges that we're trying to solve for to make things better for the users of our products
And the services that we provide
And so we're just being able to share all this knowledge in this open format has been absolutely great
And then along the way finding some integrations and some ways that we all like help each other
I do this and you do this where can we work together to to help provide something unique?
And that's huge and that's beautiful thing to see happen when you can get people to integrate together and work together
Takes everything to the next level and i know lou agrees with that
We do that inside our own business between car guy coffee and certified solutionaries
But working with the other 20 20 dealership the 20 other vendors that are inside the v20 group
Make it even more fun. I know lou agrees with that. I don't
No, I completely agree with that
And it is something that's special about being able to put all these people inside of the same room together
That are that dedicated to one
Figuring out how to take care of the dealer you all that are boots on the ground making it happen each and every day
But also be able to sit in there and figure out what can we do to make our businesses better in the markets bringing
Dealers as representatives to tell us what it actually means
To get on the table with them to get on the call with them to get in the room with them and to be a solution that they can provide
Sometimes we need a little bit of coaching and yesterday was an incredible day of coaching for us to figure out
Hey, what do we got to do to be able to make sure that our product actually engages properly when we actually
Launched inside of a store, but for you all
You're all about getting things to stream. You're all about that stream line
Happening over in many different ways. Tell us a little bit more about
What it is that you're actually doing what it is that you're streamlining to the industry and
Give a little bit of a hey
This is what we actually brew because some people out there may not know what it is that you do
Yeah, we brew a lot of things under our umbrella
But the thing that we're here talking about brewing is programmatic media
Which is what we've been talking about for a couple years and really educating dealers on everything that programmatic media brings to the table for
Especially in the lines of streaming video
Storytel last year when I was at the event I spoke a lot about storytelling and the need for dealers and businesses to
Not just put your product with a price, you know out there
But really tell a story about that product and about your people that work there that people want to come and do business with you
And this year we're building on that as more and more dealers start to adopt connected tv or streaming tv
As a part of their media plans
It's proving to be a very effective piece of the performance media and really drive meaningful traffic that ends up converting for dealers
And how they tell that story now has a lot more opportunity because unlike the old days of traditional linear tv
They've got a lot more opportunity to use small batches of data
To use their first party data to really hone in their messaging and say
I want to talk to these couple of thousand people about this specific part of my business
And you can actually do that on live sporting events and premium publishers in very safe spaces
With a lot of good controls to make sure that your ads are free from bots and stuff like that
And you're collecting great data to actually
Put those in the right spots while somebody's having an experience watching television watching their game, right? Absolutely
And it's really wonderful to be able to go back to
Our clients that we work with and say hey, there's three or four different pieces of creative
They're running and creative b is the one that's getting the most attraction with your audience creative b
Has more activity after they see the ad of people coming to your mobile site and doing a b or c
Action on that site and really looking at the performance of that creative and helping them then dial in their messaging
Which not only helps the ad plan, but that helps the offline messaging
And that can be shared with the sales teams and the bdcs and we've used three different creatives and this one is performing
That's a message that the sales team should know about that's the message the bdc team should know about
So that then they can start to use those same talking points and really make it a cohesive thing throughout the dealership
And not where marketing stands alone from all the other messaging that's going on that's strong and
The question you have to ask yourself is what are you doing for program it for oh my gosh, you'll get it programmatic, right?
Programmatic programmatic we're there media. What are you doing out there?
What is it that you're actually looking at because that is
The new tv for us that is the new area where people are actually
Capturing it especially when it's not like it used to be anymore
Commercials are not like they used to be
Advertisement is not like it used to be you guys are definitely
Programmatic inside of the spot of getting that to be inside of what is the new
Program for each and every one of us seeing programmatic instead of being problematic is massive, right?
And that's what happens when you're programmatic because you're going to get away from all those problems
You're going to be able to reach people where they want to be reached when they want when they're being reached
And that's a beautiful thing. I love seeing the technology really starting to really develop because it's been there
But now we're starting to see the use of it, right?
You're seeing some really cool powerful things that
Customers are wanting they're wanting more of it right because it's at their time and where they're at
So that's big for you with your clients. What's one been one of your biggest success stories that you've heard so far
One of the biggest excuse me. I can't talk this morning
I think we're all messing that up biggest success stories has really been the the long tail that we've seen with connected tv
And when I say a long tail, I mean in the dealer world and a lot of times in business
We like to measure things in short increments. Did I get a lead from it today or tomorrow?
Did I sell a car?
Did I sell a car right now now?
And what we've seen by studying through like headless analytics and what we call silverback id
We've been able to see a much longer time frame and see how getting in front of people 90 days out
120 days out before they're actually decided on that car
Heck yeah really impacts then what happens with the search activity
What happens with the facebook activity and those other touch points along the way that are a little more down funnel
And so getting upstream on people is one of the biggest things that we've seen with a lot of ab testing of connected tv and streaming tv
Is not trying to be so granular that you're just reaching somebody today
But really reaching them before they've made a decision about that final thing
They're going to come to you from those other things via search and social
And we've been able to tie that all together and show how when someone sees a tv spot
It engages search more often 30 lipton search is one of the big numbers that we've seen
So we see some really big numbers downstream on those lower funnel media platforms
When dealers are starting to embrace a little bit more branding and a little more up funnel on the streaming side
Wow, that's that's great news for those of you that are out there trying to find a solution
To be able to make sure that we are connecting to the people that are connecting to our dealerships and connecting to their product
In so many different ways shame
What would you say to anybody that's out there that is even slightly on the fence about considering about coming to a mastermind like this
We're coming to actually figure out what it is that they offer for the community
Oh, you absolutely have to come. This is the place to gain knowledge
Right, and i'm a student and i'm actually a teacher a professor in a college course. So throw him out there from that side
as a professor
You got to come out to these things and get the knowledge right and the knowledge isn't
From micro sales pitches. It's from being in the hallway with people and asking. Hey, how does this get done?
Ask learning question learning the questions to ask which I find is something that takes place in this type of format
To be learned the questions to go back and ask people that they're working with or future people that they're entertaining working with
And I think that's a really big piece of it is getting the understanding enough so that you can ask the right questions
Get the right information to help you make business decisions on the products and services you're going to sign up with
Wow, I love it. I just gotta say professor
Professor that's really amazing and that's a something I didn't know about you and actually that just all that did was give you an extra ticket
In my book that's pretty awesome stuff and wvu great school
And I know those students are probably gaining a ton of knowledge from you right now and that's got to be a great feeling
You know what they say is when you teach you learn twice
And that's a massive thing. So you're constantly evolving. You're constantly getting better at what you do
So I respect that a whole lot my friends. So congratulations on all that man
Seriously, y'all if you guys need some education reach out to this guy. He can help you out, right?
That's what professors do. They are here to teach and ultimately people who teach
Enrich the future right and I love seeing that happen, man
So congratulations on that party of your life too and to all you students out there wvu
Make sure you go sign up for his class. He's that's them on right there
Heck yeah car guys and car guys if you want to continue to get educated stay tuned
There is so much more that we are brewing
But we gotta make sure that you know how to get a hold of shane shane
How can they get a hold of you to get some more of what it is that you're putting down?
They can reach out to me on silverback's website. So we're back advertising.com or shane
Shane dot stender at silverback advertising.com pretty soon too easy
Car guys and car guys you've been brewing solutions on the car guy coffee podcast
And we've been hosting with the professor himself the one the only
Shane
standard
Appreciate the time. We'll see you soon. Keep rowing
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