David Spencer is the Manager of Emerging Media and Partnerships at General Motors. Spencer focuses on advanced TV strategy, digital strategy and media technology in the ever-evolving media landscape. Watch this video to find out more about his work and how he partners with VIZIO.
Who are you, and what do you do?
Hi, I’m David Spencer, Manager of Emerging Media and Partnerships at General Motors.
I’m brand agnostic, market agnostic, and I focus on the areas of advanced TV strategy, digital strategy and media technology.
How do you partner with VIZIO?
We've used the Home Screen ads and we've used interactive overlays for several of our vehicle brands, that allow us to show off different aspects of the vehicles that a consumer may have interest in, want to learn more about, better understand what our vehicles can do.
We also have leveraged the VIZIO platform to, for the first time ever, use dynamic ad insertion based on your location within linear television advertising. So within that platform, we served different messages to different parts of the country based on a single buy within VIZIO.
What's your take on streaming media and marketing?
Fully lean into streaming television. It's an area that we can't live without now, and we incorporate streaming video into everything that we're doing. And that's different from five years ago, where streaming video was an add-on.
We now start with streaming video and the OEMs, and what are we going to do to reach those consumers that potentially don't have a cable line or have cut the cord, and are now exclusively streaming FAST content or any kind of streaming platforms and subscription services or AVODs.
How do you inspire your team to push past limits?
I inspire my team by simply asking one question, and that's, “why not?” And when you ask why not, you tend to get to, eventually, whatever the source of the issue is.
And in my experience, most issues are solvable with applying a little bit of logic and a little bit of math. And you get to a result that is exciting, innovative and solves a massive problem that can sometimes be industry leading.
What advice do you have for young people starting out in this industry?
What I like to tell people, and particularly people that are just getting started in the business and the younger generations, is focus on being the very best version of yourself. That's something that I've lived by.
And, you know, a very good friend of mine said a quote that I like a lot, “Comparison is the thief of joy.” Don't be worried about what everyone else is doing in the business. Don't be worried about how others are behaving, don't be worried about how successful others have been, you know. Celebrate that.
Because if you don't celebrate that, you'll never be successful yourself. So, make sure that every day you're trying to do something that you get a little bit better at and you become a better version of yourself.
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