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Shazam-enabled TV advertising improves effectiveness and engagement

TINA HART
Shazam

Shazam-enabled TV advertising engages viewers and improves brand recall, according to new research.  

A study by Frank N. Magid Associates found that those who used Shazam were: more than twice as likely to talk about the brand or the ad with others, and those that tagged an ad are three times as likely to interact with the brand through desirable follow-up actions after seeing the commercial.

It also found that people who used Shazam had a higher recall of the commercial and its message as opposed to those that didn’t use Shazam.

Further findings showed that 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 jumped to 65%.

Shazam’s EVP Advertising, Evan Krauss commented: “Since the launch of Shazam for TV advertising in 2011, we have seen people use the app to dramatically shift how they consume advertising.

“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.”

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.”

An outlines of the major findings are below:

- 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.

- 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.

- 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. Future Intent – Shazam tagging lifts future intent across the board, with increases ranging from 60% to 135%.

- Brand Affinity – 71% of people who tagged the commercial liked the brand, compared to the 61% 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.

- 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 Shazam technology for TV advertising encompasses second-screen interactive elements that has been expanded to support TV programming on any channel in the US.

Shazam has more than 250 million user across 200 countries and claims to add another 2 million new users each week.

Source: Business Wire

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Tags: Shazam, Advertising

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