The document discusses using second screen experiences like mobile apps to extend engagement with television content. It notes that many viewers now use their smartphones and tablets while watching TV, presenting an opportunity to keep them engaged through multi-screening. The Shazam app in particular has been successful in driving interactions and online engagement related to TV shows and ads through its ability to instantly identify music, programs, and commercials. Case studies show Shazam integration can significantly increase website traffic and social media activity around a TV property. The document argues this model can work for advertising by providing additional information or enabling purchases beyond a 30-second commercial.
6. SMARTPHONES & TABLETS IN
THE VIEWERS USE THEM WHILE
OF HANDS OF CONSUMERS
WATCHING TV
Source: Neilsen, CTIA & eMarketer Stats, July 2012
7. Why is mobile the platform for driving
this engagement?
Mobile is TV often drives Multi-screening
Inherently
already at multi-screening keeps us in the
portable
scale behaviour room
7
8. Who are the most active multi-
screeners?
Innovators Intimates
8
Source: Thinkbox, Screen Life: the view from the sofa. 2012
10. Multi-screening keeps us in the room
A benefit we never predicted
Perceived as ‘time well spent’ – reduces
compromise
Growing sense of togetherness
10
Source: Thinkbox, Screen Life: the view from the sofa. 2012
12. Shazam offers scale amongst
smartphone users
225M, 2M = Shazam internal data
Top 10 downloaded app is = Apple iTunes
13. 5 • 10 YEARS FOR THE 1 ST
BILLION
BILLION
BILLION • 10 MONTHS FOR THE
TAGS 2 ND BILLION
TAGS
• 1 MONTH FOR THE
NEXT
13
14. People of all ages
are using Shazam
13% 19% 27% 19% 11% 10% 1%
<18 18-24 25-34 35-44 45-54 55-64 65
*percentages reflect current Shazam users
Source: Nielsen/Flurry 2012
15. 85%
Shazam users
Of
use the App with a
TV show or TV Ad
Source: internal analysis of current Shazam users
16. 75% do so at least Monthly
Source: internal analysis of current Shazam users
17. 54% Shazam TV
weekly
Source: internal analysis of current Shazam users
20. Immediate engagement with TV
Shazam enables In a few seconds, viewers are Content can link to
its 250 Million brought to a customized and the mobile web or an
users to interact highly engaging experience integrated rich media
with TV in one experience
click, Today!
24. Updated Shazam Result
Greet them with more than album art, encourage engagement!
Previous music Branded Shazam
tag result for TV result
Title now placed
Title now placed
under media unit
under media unit
Commenting enabled
Commenting enabled
Easy share option to
Easy share option to
Facebook && Twitter
Facebook Twitter
24
25. Live TV Event: Super Bowl 2012
Game Result: up-to Halftime Show: the
Ads: More than 1/3 of set list, music,
-the-minute stats, Super Bowl ads were
game polls and Madonna App and
Shazam-enabled free LMFAO remix
rating the ads
26. The Shazam experience for the
Olympics on NBC
Custom experience
Opening Ceremonies
Daytime
Primetime
Closing Ceremonies
Includes sponsor AT&T. Drives into
Olympics apps, promotes autumn
shows and social activation with the
Olympics
33. Shazam integration drives
engagement and ratings
• Shazam engagement
• 500% (to 1800%) increase in show’s website content
35,000
30,000
25,000
Page Views
20,000
15,000
10,000
5,000
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Being Human Caprica Haven
TV Show with a Shazam Call to Action Comparison show 1 Comparison show 2
34. Shazam integration drives
engagement and ratings
Engaging with show content increases likelihood of
watching the next episode
Since content fuels conversations…
Delivering additional content (sometimes exclusive)
gives viewers more to talk about:
“Offline” around the office and dinner table
Now increasingly “online” via social media
36. Example TV Series:
Shazam Tags vs. Tweets vs. Likes
More people used Shazam for this TV
series than tweets and likes combined
Unlike social media, the show
producers curate a positive, engaging
experience
With a 5-second on-screen message,
Shazam engagement can match social
media activity
36
A known known – I do not know everything A known unknown – what the consumer will do next Unknown unknown - ?
With that great quote in mind be aware I will make some assumptions – all from known knowns I want to share with you elements of research – from Thinkbox in the UK to Deloittes new in depth view of Technology and TV Having now run a number of campaigns across Europe and Australia – I am excited about the potential. The potential for Shazam to connect Intel with consumers in the most personal of ways – on ones handset. I am also sharing some facts, to help frame your thoughts and ways in which Shazam can deliver cut through in the chaotic digital world.
Innovators In the past if I really wanted to say something about X-Factor you couldn’t express your opinion, social networks make you feel like they want your opinion, it gives you a sense of involvement, and a sense of voice On my computer I was also viewing applications on my phone such as Facebook and temple run and watching TV. After that I started to type up some work whilst watching TV. I am watching programmes on television that I have recorded while playing Facebook games on my laptop and also keeping an eye on football scores through the sky sports app on my phone On internet looking up news and sports news and also checking Facebook and twitter on my computer I’m also viewing my emails on my mobile phone whilst watching question of sport as well as an episode of south park Intimates I mainly do it for the sociable thing (I.e. Dual screen), like if I’m watching the X factor or The Voice, I’m saying this person is good or this person should go, it’s for the social confirmation thing. I tweeted about the grabbing on my big fat gypsy wedding I am currently watching Hollyoaks while doing some work on the laptop but at the same time texting my friend about it Had a half day off work so put on Facebook that I was watching homes under the hammer
TALKING POINTS: … our users make up and power Shazam’s scale, here is a look at our demographics.
Set up survey while slide is animating in
Set up survey while slide is animating in
Set up survey while slide is animating in
TALKING POINTS: So many fortune 20 brands have trusted us to incorporate them into the Super Bowl strategy… which is a major milestone for us. We are way beyond “beta” and our metrics have earned us trust and credibility in the marketplace.