People who use Shazam to tag an ad are three times as likely to interact with the brand through ‘desirable follow-up actions’ after seeing the ad when compared with people who didn’t tag the ad. Shazam, a media engagement company, revealed the results of a case study conducted by Frank N. Magid Associates to measure the efficacy of Shazam-enabled TV advertising. Shazam say the results illustrate how their Shazam TV service engages viewers and improves brand recall.
In spite of the industry hype around the second screen, there has been very little research into how people actually use these services. Most of the studies thus far have focused mainly on the fact that people are using their phones and tablets while watching TV, which doesn’t actually tell us much about how they’re going to engage with TV advertising. So the Shazam research is a welcome insight into how Shazam’s users are/aren’t engaging.
Shazam also found that:
- People who used Shazam were more than twice as likely to talk about the brand or the ad with others.
- 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. Post-viewing engagement ranged from visiting the brand’s website, to getting additional information, to checking out the product and visiting their local retailer. For people who were in the market for that product, that number jumps to 65%.
- People who tagged the ad using Shazam had a higher recall of the commercial and its message vs. people who did not. 100% of people who tagged the ad recalled the ad, compared to 65% recall for those who did not tag the ad. While 98% of those who tagged could recall the brand’s ad message, 95% of those who did not tag but remembered the ad could recall the brand message.
“Since the launch of Shazam for TV advertising in 2011, we have seen people use the app to dramatically shift how they consume advertising,” said Shazam’s EVP Advertising, Evan Krauss. “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.”
The study, commissioned by Shazam, was conducted by Frank M. Magid Associates over the course of three weeks and recruited participants to watch a primetime TV show live – in natural viewing conditions in their own homes – during which the brand’s commercial aired. After viewing the TV show, Shazam users were asked to complete a follow up survey based on their recall of the brand’s TV commercial. Surveys were completed by 439 Shazam users who tagged the TV commercial and 431 people did not tag the commercial. All respondents were: 18 years or older, based in the US, smartphone users (iPhone or Android), and able to access live TV at home including broadcast networks ABC, CBS, NBC, FOX or CW.