Click here to close now.

Welcome!

iPhone Authors: Jnan Dash, Liz McMillan, Mike Kavis, Lori MacVittie, Dana Gardner

News Feed Item

Research Proves Shazam-Enabled TV Advertising Extends Engagement and Improves Effectiveness

Shazam®, the world’s leading media engagement company, today revealed the results of a recent case study conducted by Frank N. Magid Associates to measure the efficacy of Shazam-enabled TV advertising. The findings were a compelling endorsement of Shazam for TV advertising, where Shazam’s custom second-screen interactive experience engages viewers and improve brand recall:

  • People who used Shazam to tag an ad are three times as likely to interact with the brand through desirable follow-up actions after seeing the commercial vs. people who did not use Shazam.
  • People who used Shazam were more than twice as likely to talk about the brand or the ad with others.
  • 55% of people who tagged the ad cited that one of the reasons they did so was to bookmark it to go back and reference information on the brand or product later in addition to their immediate post-viewing engagement. For people who were in the market for that product, that number jumps to 65%.
  • People who used Shazam had a higher recall of the commercial and its message vs. people who did not use Shazam.

Since the launch of Shazam for TV advertising in 2011, we have seen people use the app to dramatically shift how they consume advertising,” said Shazam’s EVP Advertising, Evan Krauss. “In every industry vertical, from auto to finance to retail, we have seen mobile engagement using the second screen extend people’s interactions with the brand or product from a 30-second ad to several minutes of engagement. This new study validates this, adds to our understanding about significant lift in brand and campaign effectiveness, and tells us what we always suspected – that people use Shazam to ‘bookmark’ the information so they can also go back and continue to engage with the information at a later time.”

Shazam has clearly taken its great brand in the music discovery space and successfully extended it into television with the Shazam for TV service,” said Mike Vorhaus, President, Magid Advisors. “Shazam-enabled ads are both effective for brands as well as valued by consumers, making this an excellent new method of engagement. The extended time that people are willing to engage with the brands and their products demonstrate that consumers have embraced using the second screen and that Shazam’s work with agencies is setting the standard for the industry.”

Details of the major findings are:

Brand interaction – 68% of people who tagged the ad went on to further engage with the brand, compared to the 23% for those who did not tag the commercial. The interactions included checking out offers, visiting the company’s website or Facebook page, liking or following the company, getting a price quote, or locating a local retailer. In each of these activities, Shazam tagging resulted in between three to four times the amount of activity.

Word of Mouth / Social Activity – 55% of people who tagged the ad talked about the brand with others, compared to the 25% for those who did not tag the commercial. People who used Shazam were more than twice as likely to talk about the brand or the ad with others, and for those in market for the product, 65% of people who tagged the ad talked about the brand with others. These sought-after social activities included talking about the brand with someone: in person, on the phone, via a social networking site, in an email or another way.

Bookmarking for later use – 55% of the people who used Shazam to tag the ad cited that one of the reasons they did so was to save it for later. A popular use case that Shazam is known for is going back to your tag list to interact with content of interest at a later time. This behaviour translates well from music discovery to TV advertising, with 55% of the people who Shazam’d the ad using it as a bookmark so that they could interact with it in their own time. The vast majority of those bookmarking did so in addition to engaging with or talking about the brand. Of those who bookmarked, 79% took some immediate action with the brand, and bookmarked it for later; 65% talked about the brand, and bookmarked it for later.

Future Intent – Shazam tagging lifts future intent across the board, with increases ranging from 60% to 135%. One of the most important measures of success for any ad is whether it motivated or persuaded consumers to take future actions about the brand or product. With an average 17 percentage point advantage, people who used Shazam to tag the ad said they were more inclined to do a variety of activities, from visiting the brand’s website, to getting additional information, to checking out the product and visiting their local retailer.

Brand Affinity – 71% of people who tagged the commercial liked the brand, compared to the 61% for those who did not tag the commercial. For this particular ad campaign, Shazam measured five different key aspects of the product from tangible physical aspects to intangible value-related characteristics. Across the board, people who used Shazam rated every facet an average of six percentage points higher than the people who did not. Similarly, 59% of people who tagged the ad liked the brand’s commercial, compared to the 38% for those who did not tag the commercial. And people who tagged the commercial feel more positive about the commercial and its brand impact than those who did not tag the commercial – 43% feel better about the brand vs 26% for those who did not tag the commercial.

Recall – 100% of people who tagged the ad recalled the ad, compared to 65% recall for those who did not tag the ad. While 98% of those who tagged could recall the brand’s ad message, 95% of those who did not tag but remembered the ad could recall the brand message.

Lack of Confusion – Almost all Shazam users, regardless of whether or not they tagged the brand’s commercial, do not experience any confusion or distraction when seeing the Shazam on-screen graphic in the commercial. 96% were not confused, and 92% were not distracted.

The study, commissioned by Shazam, was conducted by Frank M. Magid Associates over the course of three weeks and recruited participants to watch a primetime TV show live – in natural viewing conditions in their own homes – during which the brand’s commercial aired. After viewing the TV show, Shazam users were asked to complete a follow up survey based on their recall of the brand’s TV commercial. Surveys were completed by 439 Shazam users who tagged the TV commercial and 431 people did not tag the commercial. All respondents were: 18 years or older, based in the US, smartphone users (iPhone or Android), and able to access live TV at home including broadcast networks ABC, CBS, NBC, FOX or CW.

Recently, Shazam announced that it has expanded its Shazam for TV second-screen service in the U.S. to support TV programming on any channel, anytime of day, making Shazam a “TV companion app.” The core service, presented by Samsung Galaxy S III through December 2012, gives viewers in the U.S. access to cast details and photos, music in the show, celebrity gossip, trivia, celebrity tweets, and links to additional information, plus the ability to instantly share and comment on the show or episode on Facebook and Twitter. Shazam will continue to work in partnership with show creators and broadcasters to create custom second-screen interactive experiences.

For people who don't yet have the Shazam application on their smartphone, it is available for free on every major platform and can be found on iTunes App StoreGoogle playAmazon App Store, AT&T’s AppCenterVerizon VCast app storeNokia StoreWindows Phone MarketplaceBlackBerry App World, and GetJar.

About Shazam

Shazam is the world’s leading media engagement company with more than 250 million people in 200 countries and adding another 2 million new users each week. With the industry’s unlimited fastest tagging in the Free and premium Encore Apps on iOS and Android devices, Shazam is the best way for people to discover, explore, buy, and share more music, TV shows and branded content they love.

For further information about Shazam Entertainment visit www.shazam.com and @ShazamNews or follow us on Facebook. For daily music updates follow the Shazam Blog and @Shazam.

Shazam Media enquiries: [email protected]

The Shazam, Shazam Encore, LyricPlay, and Shazam for TV names and icons are trademarks of Shazam Entertainment Limited

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been involved at the beginning of four IT industries: EDA, Open Systems, Computer Security and now SOA.
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, representing a model of how to analyze rea...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
When it comes to the Internet of Things, hooking up will get you only so far. If you want customers to commit, you need to go beyond simply connecting products. You need to use the devices themselves to transform how you engage with every customer and how you manage the entire product lifecycle. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, will show how “product relationship management” can help you leverage your connected devices and the data they generate about customer usage and product performance to deliver extremely compelling and reliabl...
SYS-CON Events announced today that CodeFutures, a leading supplier of database performance tools, has been named a “Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. CodeFutures is an independent software vendor focused on providing tools that deliver database performance tools that increase productivity during database development and increase database performance and scalability during production.
The IoT market is projected to be $1.9 trillion tidal wave that’s bigger than the combined market for smartphones, tablets and PCs. While IoT is widely discussed, what not being talked about are the monetization opportunities that are created from ubiquitous connectivity and the ensuing avalanche of data. While we cannot foresee every service that the IoT will enable, we should future-proof operations by preparing to monetize them with extremely agile systems.
There’s Big Data, then there’s really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. Learn about IoT, Big Data and deployments processing massive data volumes from wearables, utilities and other machines.
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Intelligent Systems Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1994, Intelligent Systems Services Inc. is located near Washington, DC, with representatives and partners nationwide. ISS’s well-established track record is based on the continuous pursuit of excellence in designing, implementing and supporting nationwide clients’ mission-critical systems. ISS has completed many successful projects in Healthcare, Commercial, Manufacturing, ...
PubNub on Monday has announced that it is partnering with IBM to bring its sophisticated real-time data streaming and messaging capabilities to Bluemix, IBM’s cloud development platform. “Today’s app and connected devices require an always-on connection, but building a secure, scalable solution from the ground up is time consuming, resource intensive, and error-prone,” said Todd Greene, CEO of PubNub. “PubNub enables web, mobile and IoT developers building apps on IBM Bluemix to quickly add scalable realtime functionality with minimal effort and cost.”
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...
DevOps tends to focus on the relationship between Dev and Ops, putting an emphasis on the ops and application infrastructure. But that’s changing with microservices architectures. In her session at DevOps Summit, Lori MacVittie, Evangelist for F5 Networks, will focus on how microservices are changing the underlying architectures needed to scale, secure and deliver applications based on highly distributed (micro) services and why that means an expansion into “the network” for DevOps.
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities. In his session at @ThingsExpo, Gary Hall, Chief Technology Officer, Federal Defense at Cisco Systems, will break down the core capabilities of IoT in multiple settings and expand upon IoE for bo...