Research: Shazam extends ad engagement

Shazam, the media engagement company, has published 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 per cent 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 per cent.
– 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,” said Mike Vorhaus, President, Magid Advisors.

“Shazam has clearly taken its great brand in the music discovery space and successfully extended it into television with the Shazam for TV service. 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,” Vorhaus added.

Recently, Shazam has expanded its Shazam for TV second-screen service in the US 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 US 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.

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