Post on 17-Jan-2015
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The Second Screen: Extending Engagement and Leveraging Innovation with a TV to Mobile Experience
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.
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“There are known knowns; there are things we know that we know.
There are known unknowns; that is to say there are things that, we now know we don't know.
But there are also unknown unknowns – there are things we do not know we don't know”
United States Secretary of Defense, Donald Rumsfeld, 2002
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.
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Assumptions
Research
Excitement
Facts
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Nothing offers the reach & impact
of TV
SMARTPHONES & TABLETS IN THE HANDS OF CONSUMERSOF VIEWERS USE THEM WHILE WATCHING TV
Source: Neilsen, CTIA & eMarketer Stats, July 2012
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Why is mobile the platform for driving this engagement?
Mobile is already at
scale
TV often drives multi-
screening behaviour
Multi-screening keeps us in the
room
Inherentlyportable
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Who are the most active multi-screeners?
Innovators Intimates
Source: Thinkbox, Screen Life: the view from the sofa. 2012
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.
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The drive to live is getting stronger
More triggers than ever to live viewing
Virtual shared moments (the virtual sofa)
Two tiers of interaction:
- Within social circle
- Beyond social realms
Principle of ‘loss avoidance’
Source: Thinkbox, Screen Life: the view from the sofa. 2012
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Multi-screening keeps us in the room
A benefit we never predicted
Perceived as ‘time well spent’ – reduces compromise
Growing sense of togetherness
Source: Thinkbox, Screen Life: the view from the sofa. 2012
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Shazam offers scale amongst smartphone users
225M, 2M = Shazam internal data Top 10 downloaded app is = Apple iTunes
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BILLION TAGS
BILLION TAGS
55 • 10 YEARS FOR THE 1ST BILLION
• 10 MONTHS FOR THE 2ND BILLION
• 1 MONTH FOR THE NEXT
People of all ages are using Shazam
18-24 25-34 35-44 45-54 55-64 65
27% 19% 11%19% 10% 1%
*percentages reflect current Shazam usersSource: Nielsen/Flurry 2012
13%
<18
Of Shazam users use the App with a
TV show or TV Ad 85%
Source: internal analysis of current Shazam users
75% do so at least Monthly
Source: internal analysis of current Shazam users
Shazam TV weekly54%
Source: internal analysis of current Shazam users
How does Shazam for TVwork?
Being Human
In a few seconds, viewers are brought to a customized and highly engaging experience
Shazam enables its 250 Million users to interact with TV in one click, Today!
Content can link to the mobile web or an integrated rich media experience
Immediate engagement with TV
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.
Internet ExplorerToo Close - Alex Clare
1+ million Shazams
BingHo Hey - The Lumineers
91,000 Shazams
HPPromises - Nero
100,000 Shazams
Why not greet them with more than album art?
A behaviour that already exists
Internet ExplorerToo Close - Alex Clare
1+ million Shazams
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Previous music tag result
Branded Shazamfor TV result
Updated Shazam Result
Title now placed under media unit
Title now placed under media unit
Commenting enabled Commenting enabled
Easy share option to Facebook & Twitter
Easy share option to Facebook & Twitter
Greet them with more than album art, encourage engagement!
Ads: More than 1/3 of Super Bowl ads were Shazam-enabled
Game Result: up-to-the-minute stats, game polls and rating the ads
Halftime Show: the set list, music, Madonna App and free LMFAO remix
Live TV Event: Super Bowl 2012
Custom experience
Opening Ceremonies DaytimePrimetimeClosing Ceremonies
Includes sponsor AT&T. Drives into Olympics apps, promotes autumnshows and social activation with the Olympics
The Shazam experience for the Olympics on NBC
Examples of Key Features
The Olympics on NBC: Millions of Interactions
Red Bull
But does it
work?
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Partnered with 10 US networksand ITV in the UK
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Worked with scores of shows across 100’s of episodes
Pa
ge
Vie
ws
TV Show with a Shazam Call to Action Comparison show 1 Comparison show 2
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Being Human Caprica Haven
• Shazam engagement• 500% (to 1800%) increase in show’s website content
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
Shazam integration drives engagement and ratings
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.
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Multi-Screening is a great advertising opportunity
Respondents like/use apps – used to instant response
Apps for programmes, less so for ads
Rewards for instant action
Logical extension of behaviour
Broadcasters perfectly place to utilise relationship
Source: Thinkbox, Screen Life: the view from the sofa. 2012
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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
Can this
workfor
advertisingtoo?
130+ campaigns & 130+ campaigns &
counting…counting…130+ campaigns & 130+ campaigns &
counting…counting…
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Second Screen Can…extend the journeyprovide more info.enable purchase
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Men in Black 3
Men in Black 3 – Shazam Experience
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Microsoft - IE9
Microsoft IE9 – Shazam Experience
your commercial isover?
what happens
when
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empowerconsumers toengage beyond a 30-second spot…