Smart TV Advertising and Data Collection

### Smart TV Data Collection

• Smart TVs collect data on user viewing habits, interests, and demographics.
• This data can then be sold to other companies or used to serve targeted advertisements.

Targeted Addressable TV Ads

•  Internet and fiber optic based cable allows for targeted advertising.
•  SMART TVs/Connected TV devices (CTV) provide a platform for these ads.
• Streaming services like Chromecast, Roku, Firestick, CBC Explore, and Paramount Pluto are all considered CTV devices.

### OTT

•   Over The Top (OTT) Video refers to internet media distribution, an alternative to traditional satellite or cable TV.
•  OTT providers have their own websites or offer apps like Roku, Fire TV, Android TV, Apple TV, and mobile apps.

### AVOD, SVOD, TVOD

• Advertising Video On Demand (AVOD) is a free service where users watch ads to view content.
• Subscription Video On Demand (SVOD) is a paid service where users subscribe for unlimited content.
•  Transactional Video On Demand (TVOD) is a pay-per-view service where users purchase individual content.

### Awareness Through Advertising

•  Advergaming can be used to create awareness.
• QR Codes used in ads can lead to further engagement and shopping.
•  The Super Bowl is well known for its highly successful advertising.

### Social Media for Awareness

•  Social media platforms are key channels for building brand awareness.
•  Canadians between 16-64 years old have the highest usage rates of social media.
•  Instagram, Facebook, and TikTok are dominant platforms across demographics in 2022.
•  Running "real time" social media ads can increase awareness.

### Influencer Marketing

•  Influencers can be used to reach specific target audiences.
• Measurable influencer data includes follower count, engagement metrics, brand affiliations, and post frequency.
•   Intangible factors include connection, communication, values, and authenticity.

### Remarketing/Retargeting

•  Targeted advertising based on previous user activity can increase awareness.
•  Nike's website uses remarketing to suggest products based on past searches.
•  Remarketing can be effectively used for acquisition, trial, and retention of customers.

### Retention Strategies

•  Focusing on "best" or "loyal" customers is crucial for retention.
•  These customers often refer others and spend more money.
•  It is more expensive to acquire a new customer than to retain an existing one.
•  Loyal customers can act as focus groups and make your ads more effective.

### Referral Marketing

•  Referrals from loyal customers are a cost-effective way to build awareness and retention.
•  Referrals are powerful because they are trusted by friends and family.
•  Social media plays a significant role in referral marketing due to its reach and speed.
•  Reward programs incentivize referral actions and further enhance retention.

### Upselling, Cross-Selling, and Downselling

•  These strategies are designed to increase customer lifetime value and retention.
•  Upselling involves offering a higher-priced product or service.
•  Cross-selling encourages customers to buy complementary products.
•  Downselling offers a more budget-friendly alternative when a customer is hesitant about making a purchase.

### Bundling

•  Bundling products is an effective cross-selling tactic.
•  Dollar Shave Club offers bundles that increase purchase value and convenience.

### The Importance of Choice

•  Offering options through upselling, cross-selling, and downselling provides customers with choice and a sense of value.
•  Customer gratitude and increased purchasing behavior are the result of successful implementation of these strategies.