Media discovery firm shares insights of its second-screen marketing platform.
Shazam's TV ad tagging platform has been running in the US for more than 18 months and it recently launched in Ireland with Adforce. Now, the media discovery firm has teamed with Frank N. Magid Associates to measure the impact Shazam-enabled TV ads are having on consumers.
The concept invites TV viewers to use the Shazam mobile app to 'tag' ads, which will redirect them to more info and exclusives about the brand/product, though PacketVideo doesn't believe it's the type of engagement that second-screen users want.
However, the report shows those who used the platform are three times as likely to interact with the brand through follow-up actions after seeing the ad than people who did not use Shazam.
Other stats show that people who used Shazam were more than twice as likely to talk about the brand or the ad with others, while 55 per cent of people who tagged the ad claimed one of the reasons was to bookmark it to go back and reference brand/product info later for post-viewing engagement – this rose to 65 per cent for those working in the industry.
Evan Krauss, EVP of advertising at Shazam, said: "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 of Magid Advisors, adds: "Shazam has clearly taken its great brand in the music discovery space and successfully extended it into television with the Shazam for TV service.
"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."
Do you think Shazam ad tagging will stand the test of time, or is it just a fad? Let us know in the comments below.