|By Business Wire||
|November 19, 2012 12:01 AM EST||
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 Store, Google play, Amazon App Store, AT&T’s AppCenter, Verizon VCast app store, Nokia Store, Windows Phone Marketplace, BlackBerry App World, and GetJar.
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.
Shazam Media enquiries: [email protected]
The Shazam, Shazam Encore, LyricPlay, and Shazam for TV names and icons are trademarks of Shazam Entertainment Limited
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Jul. 25, 2016 09:45 AM EDT Reads: 1,109
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Jul. 25, 2016 09:30 AM EDT Reads: 2,088
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
Jul. 25, 2016 09:15 AM EDT Reads: 1,977
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Jul. 25, 2016 08:50 AM EDT Reads: 186
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Jul. 25, 2016 08:30 AM EDT Reads: 1,261
Large scale deployments present unique planning challenges, system commissioning hurdles between IT and OT and demand careful system hand-off orchestration. In his session at @ThingsExpo, Jeff Smith, Senior Director and a founding member of Incenergy, will discuss some of the key tactics to ensure delivery success based on his experience of the last two years deploying Industrial IoT systems across four continents.
Jul. 25, 2016 06:00 AM EDT Reads: 1,466
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Jul. 25, 2016 05:45 AM EDT Reads: 1,356
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
Jul. 25, 2016 05:00 AM EDT Reads: 2,014
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
Jul. 25, 2016 04:15 AM EDT Reads: 2,400
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Jul. 25, 2016 03:45 AM EDT Reads: 2,172
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
Jul. 25, 2016 01:45 AM EDT Reads: 1,236
SYS-CON Events announced today that MangoApps will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device.
Jul. 25, 2016 01:30 AM EDT Reads: 1,259
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
Jul. 25, 2016 12:30 AM EDT Reads: 1,881
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Jul. 25, 2016 12:15 AM EDT Reads: 2,495
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 24, 2016 11:30 PM EDT Reads: 1,282
“delaPlex Software provides software outsourcing services. We have a hybrid model where we have onshore developers and project managers that we can place anywhere in the U.S. or in Europe,” explained Manish Sachdeva, CEO at delaPlex Software, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 24, 2016 11:00 PM EDT Reads: 1,514
From wearable activity trackers to fantasy e-sports, data and technology are transforming the way athletes train for the game and fans engage with their teams. In his session at @ThingsExpo, will present key data findings from leading sports organizations San Francisco 49ers, Orlando Magic NBA team. By utilizing data analytics these sports orgs have recognized new revenue streams, doubled its fan base and streamlined costs at its stadiums. John Paul is the CEO and Founder of VenueNext. Prior ...
Jul. 24, 2016 10:45 PM EDT Reads: 1,994
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
Jul. 24, 2016 10:00 PM EDT Reads: 1,967
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm ...
Jul. 24, 2016 09:45 PM EDT Reads: 2,131
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jul. 24, 2016 09:00 PM EDT Reads: 2,472