Second screening is here. Are you making the most of it? | Econsultancy

Second screening is here. Are you making the most of it? | Econsultancy.

The use of mobile devices while watching TV is on the rise and with this increase in ‘second screening’ has come an opportunity for marketers to expand their TV ad campaigns to mobile.

TV ads are an effective medium for marketing, but once the ad is over, it’s up to the viewer to remember it and do something about it.

Shazam, the sound recognition app, is one service which is helping brands to extend the reach of their TV advertsthrough mobile and therefore harness the power of second screening.

Shazam originally started as a music identification tool, which steered users to iTunes when they held their mobile device next to a song to find out what it was. Now, Shazam has broadened their offering by noticing the potential of what they can do with television.

As well as listening to music, the app now also listens to the audio from advertisements and uses it to launch relevant content on the user’s mobile device when it recognises the sound.

This gives marketers the opportunity to send Shazam users straight to a relevant landing page at a time when they are already engaged and ready to interact further.

A good example of sending timely and relevant mobile content to the viewer comes from the Men in Black 3 advert, which was Shazam-enabled in the US.

Viewers who Shazamed the trailer were sent straight to a landing page on their mobile device where they could purchase tickets to Men in Black 3 for a cinema nearby.

This shows hows Shazam is enabling marketers and advertisers to send viewers straight to a landing page with an immediate call-to-action. 

This method can also be used to market your mobile app or mobile website. Having the opportunity to send viewers straight to download your app or straight to mobile website will help drive traffic towards this channel if this is your main goal.

In terms of how people are using devices while watching television, Deloitteconducted a recent survey that found people are using other devices while watching television more and more.

Out of the 2,000 respondents, nearly half of all 16-24 year olds used their mobile devices to discuss what they were viewing on television, and almost a quarter (24%) of all respondents are second screening.

This is also the case in the UK, where nearly half of all tablet and smartphone owners are using their mobile devices while consuming other types of media. In April, Nielsen conducted a study of multi-screening habits across four different countries. It found that 40% of smartphone owners in the UK use their phones at least once a day while watching TV and 41% of tablet owners do the same.

Econsultancy’s recent Multi-Screen Marketer report found that, even among those respondents with just a television and computer, 52% report that it’s somewhat or very likely that they’re using another device while watching television.

With each screen added to the mix, that percentage rises, with 60% of smartphone users (three screens) and 65% of tablet owners (four screens) saying that multi-device use is the norm while watching TV.

These findings open up a huge opportunity for marketers and advertisers to connect with consumers first through television and then through their mobile devices.

In terms of how people how are interacting with Shazam, a recent US study of over 800 Shazam users found that people who used Shazam to tag an advert were three times more likely to interact with the brand through follow-up actions. These included looking at the brand’s Facebook page, visiting the website and checking out offers.

UK companies using Shazam

Cadburys & Pepsi were the first brands in the UK to use Shazam to extend their TV adverts to mobile. Both adverts aired during ITV’s Britain’s Got Talent and offered users the chance to win tickets to music festivals and to the London 2012 Opening Ceremony.

Around 50,000 viewers used the Shazam app to tag these adverts to extend their brand experience. This is a significant figure bearing in mind a lot of viewers had never seen this symbol on a television advert before, but a large amount of people still knew what to do.

Argos is a good example of how you can use Shazam to market your mobile presence. Shazam can direct users to any web page, which means users can be directed straight to a call-to-action, or any other type of page.

Argos is taking advantage of this by sending viewers who tag the advert straight to download its mobile app or to a mobile website. According to Marketing Week, mobile sales for Argos currently account for 7% of its £3.9bn total sales. By using Shazam to extend the reach of its Christmas ad, Argos hopes to encourage mobile sales over the holiday season.

Marketing through second screening is still a new concept in the UK but we can see how it is possible to drive deeper user engagement by immediately connecting to people through their mobile devices.

Once you have the user engaged, you can give depth to your televised content by sending viewers to a landing page of your choice, whether it be extra information, a prompt to download an app or an immediate call-to-action. Some brands are including their Facebook page in TV adverts, which is another way to engage viewers through second screening.

Once the viewer has seen the Facebook logo they can then go on to view the brand’s Facebook page to find more content they might be interested in. As the use mobile devices continues to increase, so will second screening.

Havas Media Progressive Screens: multiscreen experiences with MLB and Shazam

Global media communications agency Havas Media is developing, in partnership with top innovative companies and industry specialists, a video series exploring nine burgeoning global media trends that show how marketers are connecting with consumers in new and more meaningful ways. Trend areas include progressive screens, social shopping, cashless commerce, augmented learning and life tracking. Videos will be launched regularly throughout the year, as they are most relevant to marketers.

The first video launched (http://www.youtube.com/watch?v=lioK64vMH3E&feature=plcp) discusses progressive screens (multiscreens) with partners MLB.com and Shazam. The idea behind progressive screens is that, with screens everywhere, the potential for more personalized, integrated experiences between brands and consumers is advancing tremendously. Progressive screens offer opportunities to enhance user experiences, versus interrupting, and enable consumers to “progressively” achieve their tasks or goals.

According to Google’s recent multiscreen study, 90% of all media interactions in the U.S. are screen-based, with an average of three different screen combinations per day. Emailing, internet browsing and searching, social networking, gaming and watching videos are the top activities performed during simultaneous screen usage. More than two-thirds of people start shopping on one device and then continue on another. The implication of these findings is that there is a significant opportunity for marketers on multi, or progressive, screens.

Said Rori DuBoff, SVP, Director Global Strategy, Havas Media, “With progressive screens you can enrich and extend the user experience across different devices. But marketers need to consider the context the consumer is in and ensure that content is complementary and not duplicative.”

“As screens and technology advance, it’s critical that we guide our clients through all of the changes and create much deeper and richer experiences between brands and consumers across many screens,” said Adam Kasper, EVP, Digital Investments, Havas Media.

About Havas Media

Havas Media is the global media network of Havas. Havas Media represents one of the world’s fastest growing media networks and its agencies have grown from 10 markets in 1999 to 122 markets in 2011. Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organized to maximize local market dynamics while leveraging the extensive global insight and strategic support within Havas Media.

The range of companies within Havas Media include: MPG (Havas Media’s global media network), Arena Media (Havas Media’s network for tailor-made communication services), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network).

Further information can be found at www.havasmedia.com or follow us on twitter at @HavasMedia.

 

Shazam\’s Second Act: Unleashing TV Content Online | Fast Company

via Shazam\’s Second Act: Unleashing TV Content Online | Fast Company.

Shazam was once just a great app for identifying that cool tune on the radio. Now it’s plunging into TV and advertising.

You know Shazam as the cool smartphone app you use to identify tunes on the radio.

But the eight-year-old company, which launches a new music feature today, has bigger plans: It wants to become a large-scale consumer platform for the discovery of all kinds of entertainment and content.

The core app for which it’s known lets users identify a song simply by holding their phone up to the music. The app then turns that sound into a kind of fingerprint that it sends to a database in the cloud, which then identifies the song based on the fingerprint and sends the name back to your phone.

The feature released today now includes lyrics with the song title, and, through a bit of magic produced by Tunezee, whose synchronized lyric technology Shazam recently acquired, the app can perfectly sync the tunes coming from Shazam with the song coming out of your radio.

The bigger opportunities for the company, however, are coming from its expansion into new areas, like TV and advertising. Shows on MTV and Bravo and programs like The Glee Project and Spike TV’s Guys Choice awards have started using the Shazam system to let viewers unlock additional content online, by similarly holding their phones up to their TVs at specific moments in the programs when the Shazam logo appears.

This year, Old Navy placed a big bet on the Shazam approach. They ditched the traditional ads they’d run for the past two years, the ones featuring those talking mannequins, and instead are whipping out music videos featuring a made-for-the-campaign pop group.

Branding on the ads only appears at the very beginning and very end of the 60-second spots. But viewers are invited to “Shazam” the tune, which then gives them access to a mobile site where they can learn more about the (still faux) pop group, as well as the (Old Navy) clothes the band members wore in the video.

Shazam is serious about expanding its capabilities, and it has hired the engineer who lead Yahoo’s communication products, including Yahoo Mail and Messenger, Jason Titus, as its CTO to help the company scale quickly.

Titus tells Fast Company that Shazam also sees opportunities in using the “woodshavings,” as he calls them, that fall off the core services, to create even more services. Already the company provides charts to the music industry of which songs are getting Shazam’d the most. “We’re a leading indicator of what’s popular,” he says, “of what will end up on the Billboard charts.”

Imagine, then, how useful it would be if individual music acts could get data on where their songs were being Shazam’d the most–they could use that information to make decisions on where to tour, hitting the cities where they’d been Shazam’d a lot and avoiding the ones without much play.

Similarly, there could be a way of using Shazam data to help people find places they might want to hang out, Titus says. For example, since the service knows what songs you’ve Shazam’d, it could use geotagging to recommend venues frequented by people who Shazam’d songs similar to yours.

Whatever they do, however, Titus says, they’re committed to delivering “magical experiences,” even if that means passing on certain opportunities. For example, a frequently requested feature is to be able to Shazam objects–to take a picture of something, like a monument or a plant, and send it back to Shazam–either for identification or for additional information.

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It sounds great, but Titus says the company has back-burnered that idea because the image-recognition technology isn’t good enough yet to deliver near perfect results. An app that only got an image right half the time wouldn’t deliver the magical results that the company is looking for.

“As a company, we want to create great experiences,” Titus says.