Shazam releases metrics tool to help advertisers measure TV engagement, improve effectiveness

By Rimma Kats

June 20, 2013

Shazam has launched a new TV advertising metric to let marketers assess the effectiveness of television advertising campaigns.

The Shazam Engagement Rate tool is available exclusively to the company?s TV advertisers. To measure the effectiveness, Shazam is combining third-party industry data on the number of people viewing a particular ad with the number of people who engaged with that same.

?By showing brands where they are seeing actual engagement ? not just viewers, but people who are leaning in and asking for more information ? Shazam is able to provide an entirely new service to advertisers:? measurement and accountability on how effectively an ad campaign connects with the audience,? said David Jones, executive vice president of marketing at Shazam, London.

?Shazam can help brand marketers measure the impact of their ad campaigns using powerful data-driven insights never before available, making it possible for companies to optimize their ad spend,? he said.

Driving viewership
According to Shazam, combining the two data points reveals which ads are resonating more or less with viewers.

Insights are available by show, type of program, channel, day of week and day-part mix.

The Shazam Engagement Rate is defined as Shazam tag volume for each spot that airs divided by the gross rating point for each of those airings, per the company.

Shazam is licensing the GRP viewership information from Nielsen.

?Shazam has worked with more than 250 campaigns for 150 global A-list brands across every industry vertical to make their ad campaigns interactive,? Mr. Jones said. ?This new metric helps our advertising partners understand where and when their audience is most responsive to their ads so that they can adjust their strategies accordingly.?

?We believe that the powerful data-driven insights that we will provide will significantly change and enhance how advertising effectiveness is measured,? he said. ?Brands and agencies now have another great reason to Shazam-enable their campaigns.?

Mobile ambitions
Shazam has been revving up its mobile strategy for a long time now.

In fact, the company exceeded a quarter of a billion users last year.

And, by expanding its Shazam for TV service, the company is now letting fans use the app as a TV companion app with any TV show in the United States (see story).

?As one of the most downloaded mobile apps of all time, Shazam is one of the most successful mobile-only businesses, with more than 325 million users worldwide, growing by 10 million new users each month,? Mr. Jones said.?

?And, as mobile growth continues to outpace that of computers, it?s becoming increasingly important that all businesses think about how they leverage the reach that mobile gives them,? he said.

?Shazam makes it easy for brands to integrate mobile interactivity into their television ad campaigns to continue and complement brands? 30-second spots into several minutes of engagement on the second screen ? smartphones, iPads and tablets.?

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com. Follow her on Twitter: @RimmaKats.

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Relativity launches in-app campaign to spark movie engagement

By Chantal Tode

September 11, 2013

Trailerpop features exclusive The Family content

Movie studio Relativity has launched a native mobile advertising program for its new film "The Family" within the Trailerpop mobile application.

The Family is a new action comedy starring Robert DeNiro and Michelle Pfeiffer that opens on Sept. 13. Trailerpop users will get an exclusive look inside the film and can also compete in a special trivia contest to win prizes.

?We feel that movie marketing can be more fun and social than it currently is,? said Jon Vlassopulos, CEO of Trailerpop, San Francisco. ?We have found that by making the trailers interactive we can significantly improve engagement, we estimate four to eight times industry average.

?In addition, by offering movie fans fun trivia we are able to educate fans and encourage them to share their knowledge with their social graph,? he said. ?The more you know the more you want to share.

?This is good news for studios as it kills two birds with one stone, driving trailer viewing and educating the base.?

Mobile entertainment
The Trailerpop app includes?more than?20,000 movie trailers, including curated lists of celebrities? favorite movies, trivia quizzes and the ability to create movie lists that can be shared via social media. It is also integrated with iTunes for digital rentals and downloads, Fandango for ticket purchases as well as with Netflix, Amazon Prime, Hulu Plus and Crackle for instant streaming.

Early results from the app show that most users watch one or two movie trailers each month while top users watch nearly 60 per month.

The campaign for The Family went live in Trailerpop?s iOS and Android app on Monday, Sept. 9 and runs through the film?s opening weekend.

Users can compete to win movie-related prizes

During this period, there will be a special section in the app where users will be able to compete in trivia quizzes based on the trailer for The Family for a chance to win one of 100 exclusive movie posters from the film.

The special section will also include a behind-the-scenes look at the movie and its stars as well as a curated list of star Dianna Argon?s favorite movies.

Native ad unit
Users will see the sponsored content promotion in the top banner on their home screen. They can then click through to learn about the contest and play the trailer with trivia questions.

After watching the trailer and answering the questions, users end up at a leaderboard screen showing how well they did and a countdown clock revealing the time left before the day?s winner is chosen.

The movie tells the story of a Mafia boss and his family who are relocated to a sleepy French town under the Witness Protection Program and the chaos that ensues.

?For similar campaigns we have seen our users playing the featured trailer on average eight times,? Mr. Vlassopulos said. ?We were able to drive 11 percent of all views during the campaign for the sponsored content.

?Fans also enjoyed winning prizes; why watch a trailer on YouTube when you can watch a trailer on Trailerpop and potentially win prizes, it seems intuitive,? he said.

?We plan to offer this highly engaged native ad unit to agencies managing studio dollars and to studios themselves very soon. That way we can help drive not only the increased engagement but also access significant scale.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

Associate Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.

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