|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
Learn how you can use the CoSN SEND II Decision Tree for Education Technology to make sure that your K–12 technology initiatives create a more engaging learning experience that empowers students, teachers, and administrators alike.
Aug. 4, 2015 09:30 AM EDT Reads: 105
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Aug. 4, 2015 08:45 AM EDT Reads: 254
In a recent research, analyst firm IDC found that the average cost of a critical application failure is $500,000 to $1 million per hour and the average total cost of unplanned application downtime is $1.25 billion to $2.5 billion per year for Fortune 1000 companies. In addition to the findings on the cost of the downtime, the research also highlighted best practices for development, testing, application support, infrastructure, and operations teams.
Aug. 4, 2015 07:00 AM EDT Reads: 222
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Aug. 3, 2015 11:00 PM EDT Reads: 698
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Aug. 3, 2015 06:45 PM EDT Reads: 541
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
Aug. 3, 2015 04:00 PM EDT Reads: 284
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Aug. 3, 2015 03:45 PM EDT Reads: 101
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his session at 17th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Partnerships at Com...
Aug. 3, 2015 03:30 PM EDT
SYS-CON Events announced today that VividCortex, the monitoring solution for the modern data system, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. The database is the heart of most applications, but it’s also the part that’s hardest to scale, monitor, and optimize even as it’s growing 50% year over year. VividCortex is the first unified suite of database monitoring tools specifically desi...
Aug. 3, 2015 03:15 PM EDT
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Aug. 3, 2015 03:00 PM EDT Reads: 565
In their session at 17th Cloud Expo, Hal Schwartz, CEO of Secure Infrastructure & Services (SIAS), and Chuck Paolillo, CTO of Secure Infrastructure & Services (SIAS), provide a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. In his role as CEO of Secure Infrastructure & Services (SIAS), Hal Schwartz provides leadership and direction for the company.
Aug. 3, 2015 12:30 PM EDT Reads: 214
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
Aug. 3, 2015 09:45 AM EDT Reads: 374
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
Aug. 3, 2015 07:30 AM EDT Reads: 198
Digital Transformation is the ultimate goal of cloud computing and related initiatives. The phrase is certainly not a precise one, and as subject to hand-waving and distortion as any high-falutin' terminology in the world of information technology. Yet it is an excellent choice of words to describe what enterprise IT—and by extension, organizations in general—should be working to achieve. Digital Transformation means: handling all the data types being found and created in the organizat...
Aug. 2, 2015 06:00 PM EDT Reads: 1,144
Chuck Piluso presented a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. Prior to Secure Infrastructure and Services, Mr. Piluso founded North American Telecommunication Corporation, a facilities-based Competitive Local Exchange Carrier licensed by the Public Service Commission in 10 states, serving as the company's chairman and president from 1997 to 2000. Between 1990 and 1997, Mr. Piluso served as chairman & founder of International Te...
Aug. 2, 2015 04:00 PM EDT Reads: 443