Hoot Products:

Display (Primarily Automotive)

We are primarily a data provider with the display product. We scrape websites and provide data feeds to the client. These feeds can be filtered and formatted by the client so that they can run the feeds into any ad platform to power their ads.

Search (Exclusively Automotive)

We help automotive agencies create Google Search Ads, by providing them dynamic template building. They build one version of the entire campaign structure using variables within our templates instead of static content ([make] instead of Honda). This allows us to build out the entire campaign structure for them automatically, that includes every vehicle that is on their website inventory. Once the full campaign is built out, Hoot reviews the ads within Google Ads every night to turn ad groups off and on based on whether the website has those matching vehicles in stock. Example: If the website has Honda Civics in stock, the Honda Civic ad group will be enabled by Hoot. If they sell all of the Honda Civics, Hoot will pause that ad group until more of them come into stock on the site.

Video (Open to any Vertical)

We provide dynamic video templates that clients use to create video ads. The client chooses what assets they want to feed into the video template, and what data source they want synced to power the dynamic ad content. This data source can be a scrape of a website, a Google sheet, an API to their app, or pretty much any reliable data source. Once approved, the client is given a VAST Tag that they can then run through their DSP (VAST Tag and DSP are important video terms, so make sure you learn them). Once the client is running the video ad, the ad content will dynamically update every day to match changes in the data source. 

Hoot Acronyms/Terms:

Dynamic - When content automatically updates within ads to match with a data source.

Data Source - Any form, website scrape, excel sheet, etc… that Hoot gathers data from to power ad content.  

FBMP - Facebook Marketplace - Free to use for consumers There is some advertising available sold through Facebook’s business manager called Ads for Marketplace. 

CTA - Call to Action - The engagement action an advertiser uses to gain user action. Actions that include: Call now, click here, etc.

DSP - Demand Side Platform - is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.[1] Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective cost per click (eCPC), and effective cost per action (eCPA). 

CMS - Content Management System - Referred to when discussing the website content and structure.

GTM - Google Tag Manager - Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app. Once the small segment of Tag Manager code has been added to your project, you can safely and easily deploy analytics and measurement tag configurations from a web-based user interface. More Info Here

Auto Template - Search template format designed to manage ad group activation of vehicle presence within the inventory source. Campaign content must be managed within the Hoot Platform. There are two types of inventory sources. Directly from the account generated from scraper. Alternatively, the advertiser can utilize and external data source provided it is hosted in Http:// or Https://locations.

Video Template - The base design a client defines for future use in supporting ads that represent the final consumer-focused video.

Custom Sort - A Custom sort is applied to all video ad versions to identify the inventory segmentation or priority within an ad version. Many segments can be applied to the sort which include model, price, vehicle type, and sale price.

Digital Asset Ad - Video Template format that is comprised of digital assets only. The content contains no actual customer footage.

Companion Video Ad - Video template format that contains actual tape footage formatted to contain dynamic placeholder information for inventory.

Custom Text (ad version for video) - Dynamically inserted text inside a final ad version provided or defined by the agency.

Client - The entity or person contracted directly with Hoot Interactive to utilize services and features of the Hoot Platform to support 1 to many advertiser accounts.

Client ID - Internal identification of the client. This ID is used for many reference points within internal systems and should be used when referencing information to internal teams.

Advertiser - The account directly associated with the website of an account that is tied to a client account. The advertiser contains the feature and campaign configurations associated with the advertising of the associated website

Advertiser ID - Internal identification of the advertiser. This ID is usually a 4-digit number this number is used for many reference points within internal systems and should be used when referencing information to internal teams.

Template ID - A unique ID associated with each search template created in the system.

Ad Version ID - A unique ID associated with each search template created in the system.

Custom Feeds - A feature that allows users to apply filters to the default display feeds. These new custom feeds act and behave just like the default feeds and can be used alongside the defaults.

Ad Customizer - Users can add dynamic content directly into their ads (Search). Customizers are available for text ads and responsive search ads. You can customize any part of your ad text. For example, a line of text that says "Prices starting as low as ____!" could be filled in with the right sale price—and that's just the beginning. 

Library- Available default inventory files that contain a default list of make, model, and trim data that our campaign builder variables utilize within the campaign builder (Prebuild Search Templates).

Script Installation - The process of requesting and then installing remarketing JavaScript through the GTM container. This is an optional part of the Display product that allows ads to send an ad for specific vehicles that a viewer has looked at on the website previously, commonly known as “remarketing or retargeting”. Configuration will install these scripts for clients on existing pixels/Tags. We do not install tags/pixels, just the scripts on them.

Advertiser Configuration - 

Responsible Users -