Filippo Vizzotto | Country Manager, Mobvious ItaliaEyabo Macauley | EMEA Head of Sales, Shazam Inc.
Michele Carluccio | Head of Digital Marketing, Allianz Italia
Shazam: own, extend, exploit Making your brand work harder
chi siamo? | mobvious, shazam e allianz
rappresentanza esclusiva a 360° una partnership di successo
tv & digital | scenario globale
internet & mobile | scenario globale
+9% +150%
mobile | scenario italiano
Fonte: AudiMobile, luglio 2014
mobile & pc | scenario italianomobile è first screen per durata:
109 minuti di fruizione media al giorno (20 minuti di più del pc*)
mobile è first screen per popolazione:i navigatori mobile sono 16,4 milioni al giorno
(contro i 13M del pc**)
la navigazione internet è ormai cross devicee i surfer da desktop, laptop, smartphone e tablet formano una
TOTAL DIGITAL AUDIENCE di 21 milioni di persone al giorno**
*fonte: KPCB (Milward Brown Ad Reaction, 2014)** fonte: AudiMobile, settembre 2014
tda | target 18-24 anni
Fonte: AudiMobile, luglio 2014
• sul target 18-24 anni, la tdabatte la tv per gran parte della giornata
• la tda 18-24 anni raggiunge picchi giornalieri di 2,2M di user, mentre il medesimo target in tv non va mai oltre 1,7M
Presenti in9 paesi Europei
Dipendenti470
Fatturato185 mln € 2013
mobvious | network premium
278.3 MLN PV mese 18.5 MLN UU mese
AUTO, TRAVELENTERTAINMENT
& LIFESTYLE WOMENNEWS & TECH
4.4 mln PV 164.6 mln PV 73.3 mln PV50.2 mln PV
gossip -donnaviaggi -motori musica –
spettacolo –games
Fonte: Smart AdServer & fonte interna, Settembre 2014
v
CALCIO8.6 mln PV
calcio
Calcio Serie A
38% 35%20%7%
12M imps
GREEN
v4.9 mln PV
mobvious | contatti
Filippo Vizzotto, Country Manager Mobvious Italia
[email protected] filippo.vizzotto
+39 347 530 4290 philvizzo
Own, Extend, Exploit
CAMPAIGNS ON
6CONTINENTS
105MMMONTHLY ACTIVE USERS
14 BILLION SHAZAMSAND COUNTING OF THE WORLD’S
DIGITAL MUSIC SALES7%4
MILLION GLOBAL USERS500 20MM
SHAZAMSEVERY DAY
NEW SHAZAM’ERSEVERY MONTH
14MM500+CAMPAIGNS
© 2014 Shazam Entertainment Source: Shazam internal data and comScore data
© 2014 Shazam Entertainment Source: Shazam internal data and comScore data
8MMONTHLY ACTIVE USERS
13
IT USERS25M
NEW SHAZAM’ERSEVERY MONTH
1 MILLION
SIZE & SCALE ITALY
Female Audience: 52%
16%
13-17
26%
18-24
30%
25-34
27%
35-54
1%
>55
Male Audience: 48%
Source: Nielsen & Flurry Data, August 2014 14
SHAZAM AUDIENCE ITALY
1
Own, Extend, Exploit
16© 2014 Shazam Entertainment
“Obviously music syncs have become uber-important over the last decade but now the overall sound of a brand – music,
mnemonics, sound design and sonic signatures should become just as vital to the brand’s messaging via the second screen.”
- Josh Rabinowitz, Director of music at Grey New York (WPP)
x
SHAZAMING DRIVEN BY TV ADS
Songs used in commercials capture our users attention, prompting them to Shazam organically
“Rather Be”Clean Bandit
180K SHAZAMS
“Don't”Ed Sheeran
147K SHAZAMS
“Walk this way”Mø
13K SHAZAMS
“Changes”Faul & Wad Ad & PNAU
140K SHAZAMS
“Happy”Pharrell Williams
52K SHAZAMS
“Somewhere only we know”Lily Allen
115K SHAZAMS
“it’s you”FCL
8K SHAZAMS
“This head I hold”Electric Guest
17K SHAZAMS
“Word Up”Cameo
25K SHAZAMS
“Locked out of heaven”Bruno Mars
17K SHAZAMS© 2014 Shazam Entertainment | Source: Internal data, Nov 2013 – Oct 2014
0
500
1000
1500
2000
2500
3000
3500
4000
8/18
/14
8/19
/14
8/20
/14
8/21
/14
8/22
/14
8/23
/14
8/24
/14
8/25
/14
8/26
/14
8/27
/14
8/28
/14
8/29
/14
8/30
/14
8/31
/14
9/1/
14
9/2/
14
9/3/
14
9/4/
14
9/5/
14
9/6/
14
9/7/
14
9/8/
14
9/9/
14
9/10
/14
9/11
/14
9/12
/14
9/13
/14
9/14
/14
9/15
/14
9/16
/14
9/17
/14
9/18
/14
9/19
/14
9/20
/14
9/21
/14
9/22
/14
9/23
/14
9/24
/14
9/25
/14
9/26
/14
9/27
/14
9/28
/14
9/29
/14
9/30
/14
SHAZAM RESULTS DRIVEN BY TV ADS
M&S used Clean Bandits track “Rather Be” in their television initiative in 2014. Without a call-to-action
on screen, music directly influenced a response from our users to Shazam the commercial organically.
Clean Bandit Shazams before inclusion in M&S commercial
M&S Commercial launches
Shazaming continues beyond launch of commercial
OWN THE SOUND OF YOUR BRAND WITH SHAZAM
Both the Native Leaderboard and Native Tile(s) can link out to different destinations
NATIVE LEADERBOARD
TIM and Stylophonic, seamlessly integrated into specific song results with branded ad placements. This solution not only delivered the song requested by users but also puts your message directly into the hands of consumers engaging with your sound.
NATIVE TILE(S)
OWN THE SOUND OF YOUR BRAND WITH SHAZAM
USING SHAZAM TO UNLOCK THE MUSIC BRANDING OPPORTUNITY
Enable brands to build affinity by using Shazam to ‘claim ownership’ of certain music
tracks
Enable brands to build affinity by using Shazam to extend their ownership across a wider selection of music tracks
Enable brands to increase consideration by exploiting audio/music track ‘ownership’through richer, deeper brand experiences
CLAIMING OWNERSHIP
EXTENDING OWNERSHIP1 2 EXPLOITING
OWNERSHIP3
2
Harness the power of your audience
Demi Lovato Shazam “Neon Lights” to get her to come to your town
© 2014 Shazam Entertainment 7
Measure Engagement Then plan a tour
0
22.500
45.000
67.500
90.000
0
350.000
700.000
1.050.000
1.400.000
1.750.000
2014-04-27T08 2014-04-28T00 2014-04-28T16 2014-04-29T08
Tags per hour
Cumul
ativ
e Tags
Cumulat…
© 2014 Shazam Entertainment 8
Shazam ActivityNeon Lights
© 2014 Shazam Entertainment 9
Shazam Activity by LocationNeon Lights
Lovatics all over the world hit Twitter to show support for the campaign
Conversation Volume
Total reach: 52.3 million Viral reach: 6x normalBrand mentions: 22.7k
In 24 hours:
© 2014 Shazam Entertainment 10
Social BuzzDemo Lovato
2
Shazam in Action
For most consumers, their everyday lives and their mobile lives are now wholly intertwined. They’re more connected then ever, with more access to and deeper engagement with content and brands thanks to the proliferation of mobile devices and platforms. Content that was once only available to consumers via specific methods of delivery (such as print, radio and broadcast television) can now be sourced and delivered to consumers through their smartphones
EXPLOIT THE SOUND AROUND YOU THROUGH SHAZAM
29© 2014 Shazam Entertainment
SHAZAM - Jaguar
30© 2014 Shazam Entertainment
SHAZAM - Lexus
3
3
3
Measuring Engagement
MEASURING SUCCESS
Metric Campaign 1 Campaign 2
Total Shazams 7,230 25,228
Unique Users 7,023 23,884
Repeat Tag Views 771 2,650
Time Spent 24 sec 31.4 sec
67%
33%
3%
46%39%
10%2%
13-17 18-24 25-34 35-44 45-54
31%
64%
Operating System Gender Skew Age Skew
34
The second campaign to run with Shazam performed 248% better than the first campaign.
HIGHLIGHTS
3
USER FLOW
36
LOCATION MAP Top Cities
Rome
Milan
Napoli
Palermo
Torino
Catania
Bari
Florence
Bologna
Genova
Verona
Taranto
Padova
Brescia
Lainate
ANALYTICS
37
PINPOINTING SUCCESS IN TV
3.624
4.747 4.453
3.1423.674
3.278
2.310
Mon Tue Wed Thu Fri Sat Sun
Shazams by Day of Week Top Shazam’d Minutes
Looking at Shazams by day of week and by minute, Tuesday proved to be the most successful day of the week. 80% of the Top Shazamed Minutes fell into peak time slots, which generated a large proportion of Wind tags. This emphasises how dependant a Shazam campaign is against high reach time slots.
ANALYTICS
38
ANALYTICS
3
The Road Ahead
SHAZAM FOR MACThe app you’ve come to rely on as your go-to musical expert has arrived on Mac! Shazam for Mac effortlessly recognises the music, TV shows or TV ads playing around you. Operating seamlessly in the background, Shazam for Mac can name the audio around you in seconds.
iOS 8 SIRIHey Siri…what’s that song?
June 2014 saw the release of important updates on iOS 8 operating system. This included the ability to analyze and identify songs automatically with recognition powered by Shazam.
LARGE AD INTEGRATIONSeamlessly integrate into any song or TV result with eye catching branded placements.
The new Native Ad Double Leaderboard has been designed larger to create a greater impact upon viewing a Shazam result. Giving your brand the room it needs to get important messaging across.
Native Ad Double LeaderboardNative Ad Leaderboard
APPENDIX
44© 2014 Shazam Entertainment
SHAZAM For TV in Italy
Thank You