Smart TV Advertising and Data Collection

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What does AVOD stand for in the context of video services?

Audio Video On Demand

Aggregated Video On Demand

Advertising Video On Demand (correct)

Available Video On Demand

Which of the following accurately characterizes SMART TVs?

They acquire and sell user data to third parties. (correct)

They only support cable connections.

They do not collect user data for advertising.

They show content without ads.

What is a key feature of Subscription Video On Demand (SVOD)?

Content access is unlimited for a recurring fee. (correct)

Users only pay for individual titles.

It provides content without any ads.

It is exclusively available through cable providers.

How does Transactional Video On Demand (TVOD) differ from SVOD?

Users pay per individual piece of content in TVOD. Signup and view all the answers

What does the term 'Over The Top' (OTT) refer to?

A delivery system for internet-based media. Signup and view all the answers

What primary purpose do QR codes serve in advertising?

To create awareness and engage consumers. Signup and view all the answers

What is NOT a characteristic of Free Ad Supported TV (FAST)?

It does not include any advertisements. Signup and view all the answers

How do targeted 'addressable' ads function?

They aim at specific users based on their demographics and habits. Signup and view all the answers

What is a primary benefit of partnering with influencers in social media marketing?

Increases brand awareness among a specific target audience Signup and view all the answers

Which factor is NOT considered a measurable data element for influencers?

Connection with their audience Signup and view all the answers

How can brands create awareness effectively on social media?

By running real-time social media ads on popular channels Signup and view all the answers

What aspect of influencer metrics helps determine their brand status?

How many brands they work with Signup and view all the answers

Which statement about influencers is true?

Authenticity is crucial for maintaining audience trust Signup and view all the answers

What is an example of a metric that signifies engagement on social media?

Likes, comments, and shares on posts Signup and view all the answers

Which factor is likely to make an influencer's endorsements more credible?

Aligning with brands that reflect their own lifestyle or values Signup and view all the answers

What type of partnership can enhance the promotional value of an influencer?

Long-term relationships where the influencer acts as a brand ambassador Signup and view all the answers

What is the primary goal of remarketing or retargeting strategies?

To remind previous visitors about products based on their past interactions Signup and view all the answers

Which factor should marketers prioritize when developing a communication strategy for retention?

Engaging the most loyal or best customers first Signup and view all the answers

Which audience is specifically mentioned as a target for a remarketing campaign?

Traditional Spotify users who haven't upgraded Signup and view all the answers

What is a strategic consideration that marketers use to achieve awareness and retention objectives?

Maintaining continuous engagement with best customers Signup and view all the answers

What role do best customers play in a brand's marketing strategy?

They act as ambassadors for the brand Signup and view all the answers

What is the primary goal of cross-selling?

To deepen the relationship and gain more share of wallet. Signup and view all the answers

How does upselling typically present itself to customers?

By promoting higher-priced options or packages. Signup and view all the answers

What is meant by downselling in a crisis situation?

Offering lower-priced alternatives to keep customers engaged. Signup and view all the answers

What is a common feature of the Dollar Shave Club's selling strategy?

Presenting customers with related complimentary products. Signup and view all the answers

Which of the following actions best exemplifies upselling?

Promoting a premium subscription plan at checkout. Signup and view all the answers

What is an example of a bundling strategy in sales?

Recommending complementary products as a package. Signup and view all the answers

When implemented correctly, what is the customer perception of down/cross and upselling?

They appreciate having options and feel they got a better deal. Signup and view all the answers

Why might a company choose to implement all three strategies: upselling, cross-selling, and downselling?

To address differing customer needs and maximize sales opportunities. Signup and view all the answers

What percentage more do loyal customers spend compared to new customers?

31% Signup and view all the answers

What is the average number of times a prospect must see an ad before they act?

What happens to profit with a 5% increase in customer retention?

25% increase in profit Signup and view all the answers

Which channel is NOT mentioned as a method for referral marketing?

Direct mail Signup and view all the answers

Why is it more expensive to acquire a new customer than to keep an existing one?

Acquiring customers involves substantial marketing costs Signup and view all the answers

What is the primary goal of down-selling a product?

To provide a budget-friendly option Signup and view all the answers

What is one benefit of upselling to existing customers?

Improves customer loyalty Signup and view all the answers

Which factor is NOT a reason referrals are considered powerful in marketing?

High costs of execution Signup and view all the answers

Study Notes

### 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.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz explores the landscape of Smart TVs and their role in data collection, targeted advertising, and video on demand services. Topics include user viewing habits, CTV devices, and the different models of video distribution like AVOD, SVOD, and TVOD. Test your knowledge on how these technologies impact media consumption.