Social Moov synchronise les pubs TV et sociales en temps réel

Social Moov synchronise les pubs TV et sociales en temps réel.

Parce que de plus en plus de téléspectateurs sont sur les réseaux sociaux tout en regardant la TV, Social Moov lance une solution de ciblage afin de synchroniser les campagnes sur les deux fronts.

Social moov

Fort du constat réalisé par Médiamétrie qu’un français sur cinq commente les programmes télévisés qu’il regarde sur les réseaux sociaux, ce qui a donné l’expression consacrée du « second écran », Social Moov a décidé d’adopter son offre publicitaire. Spécialisée dans l’achat média sur les réseaux sociaux, elle lance la synchronisation en temps réel entre les deux supports (TV et réseaux sociaux).

Baptisée Mediamplify, cette offre est propulsée par la technologie de TVTY, capable de détecter les publicités télévisées afin de pousser des offres commerciales en ligne et ce, en temps réel. Mediamplify offre en outre la possibilité de de soumettre une publicité en fonction des discussions engagées sur Facebook et Twitter. D’après Social Moov, sa solution a eu de premiers résultats satisfaisants.

La société évoque une hausse du taux d’engagement de l’ordre de 60% en comparaison avec le ciblage par intérêt traditionnel. De rappeler que ce taux correspond au pourcentage des personnes qui ont vu une publication et qui l’ont aimée ou partagée, qui ont cliqué dessus ou qui ont ajouté un commentaire. Ce dont se vante l’agence est d’offrir la possibilité d’adapter les campagnes en temps réel, expliquant qu’un message sur Facebook ou Twitter diffusé 30 minutes après le passage d’un spot TV voit son efficacité monter de 35%.


TV pub RS



Twitter est déjà bien placé


Parmi les stratégies de synchronisations exploitables, Social Moov en recense trois grandes : la stratégie « boost » permet d’amplifier ou d’apporter un complément à son spot télévision, la stratégie « guerilla » va plutôt chercher à synchroniser son message sur celui de ses concurrents. Autre possibilité, un grand magasin multimarques peut aussi synchroniser ses publicités sur les spots publicitaires des marques qu’il vend.

« Même si votre budget publicitaire ne vous permet pas de faire de la télévision, vous pourriez utiliser les efforts de vos concurrents pour bonifier vos propres campagnes », note le spécialiste de la publicité Dialekta.

Se voulant toutefois prudent, il souligne que les résultats de l’étude susmentionnée porte sur l’industrie du divertissement et ne sauraient être parfaitement réplicables à tous les autres secteurs. A noter aussi que Twitter a récemment lancé le même type de service pour les annonceurs, « TV Conversation targeting »

Advertisements

L’opération de synchronisation publicitaire TV de Tex/Carrefour avec Shazam a recueilli 299 000 tags selon Arena – Offremedia

L’opération de synchronisation publicitaire TV de Tex/Carrefour avec Shazam a recueilli 299 000 tags selon Arena – Offremedia.

nl913-logos-arena-shazam

Selon l’agence Arena (Havas Media), Carrefour est devenue «la première marque au monde sur Shazam», grâce à l’opération «Shazam ton spot TV pour trouver ton style» réalisée pour sa marque de vêtements Tex. «Près de 299 000 personnes ont ouvert l’application pour activer la reconnaissance audio lors de la pub et ont ainsi accédé au contenu du site dédié», précise l’agence.
La campagne diffusée en mars 2014 a été orchestrée par Arena (conseil média), Publicis K4/Publicis Modem (stratégie et création) et Mbrand3 (Mobile Network Group).
Selon la même source, c’était la première opération Shazam TV d’une enseigne de grande distribution en France.

Can Shazam Predict the Next Big Hit? – Business Insider

Can Shazam Predict the Next Big Hit? – Business Insider.

shazam

Shazam

Many in the music industry are looking to Shazam to point them to the next big hit song.

Every time one of Shazam’s 88 million users asks, “What’s that song?” and IDs it on a phone, record labels receive another chunk of crucial information to determine the next big hit.

Far from just a resource to identify a song you hear in a club or store, each ID tag shows up in the British company’s database, where it gets packaged into pop charts, shown to record labels, radio stations and concert promoters and used to make a small hit even bigger. Daft Punk’s “Get Lucky” and Lorde’s “Royals” are among the many blockbusters that showed up first in Shazam.

Music-Discovery App Shazam Expanding Into TV

“It’s become a very useful and insightful tool,” says Peter Gray, head of promotions for Warner Bros. Records. Shazam’s statistics aren’t perfect  even country singer Kacey Musgraves’ label reps can’t explain why her “Blowin’ Smoke” was Number One in Thiruvananthapuram, India, the week after the Grammy Awards  but they’re reliable enough to make solid predictions.

Executives at both Shazam and the record business have noticed a pattern over the last few years: the company’s pop charts often predict Billboard‘s Hot 100 and Top 40 airplay a month or more in advance. Icona Pop’s “I Love It” became an official smash last year after airing prominently on HBO’s Girls and registering on Shazam not long afterwards. The company’s charts first predicted Los Angeles rapper YG’s career would take off in 2011 and remain bullish based on its internal data; his “Who Do You Love” recently hit Number Two on the company’s new hip-hop chart. “He’s going to be huge,” says Stephen Titmus, Shazam’s music manager.

“Our data has shown that we can typically predict 33 days in advance what’s going to be at the top of the Billboard Hot 100,” says Peter Szabo, Shazam’s head of music. “It’s fun to see the epidemic start to spread  the growth of these songs, starting in a city.”

For decades, even in the iTunes era, label executives had no metrics other than broad record sales or radio ratings to confirm that artists had grown from unknowns to regional stars. Shazam’s regional data, though, helped Republic Records realize rapper SoMo’s single “Rise” was popular in Baton Rouge, Louisiana, Phoenix and other cities outside of his Texas homebase. Armed with the Shazam data, Republic pushed the song to radio programmers in major cities; “Ride” took off and recently shot into iTunes’ R&B Top 10.

“In the old days, record companies would rely on SoundScan for weekly sales  and you’d wait a week,” says Avery Lipman, founder of Universal Music-owned Republic. “But Shazam is literally in real-time. If you’re not careful, you could find yourself drawn to it all day, checking out places like Mineola, New York, or Oshkosh, Wisconsin.”

The demand for the data is so high that Shazam is planning to charge people in the record business for a “dashboard” feature, set for release later this year, with more involved statistics. Shazam officials won’t say exactly what information they’ll offer, but their engineers will work with record executives and artist managers in response to requests.

Some artist reps and label executives appear hungry for it. Veteran manager Terry McBride, whose label Nettwerk helped launch British singer-songwriter Passenger’s career last year, says regional Shazam data helps identify radio stations and concert venues so they can make stronger sales pitches. “That’s one of the most fascinating early radar touches for touring,” he says. “It’s a piece of intelligence that is more telling and more timely than anything.”

How reliable has discovering talent via Shazam become? On Wednesday, Warner Music Group became the first label to ink a deal with the app, creating a label imprint specifically for artists found through Shazam.

Read more: http://www.rollingstone.com/music/news/can-shazam-predict-the-next-big-hit-20140220#ixzz2uXVPZPDf

Innovid And Cisco Pull Keywords From The Show You’re Watching To Target Second-Screen Ads | TechCrunch

Innovid And Cisco Pull Keywords From The Show You’re Watching To Target Second-Screen Ads | TechCrunch.

Sequoia-backed video ad companyInnovid is announcing that it’s working with Cisco to bring a new kind of ad targeting to second-screen apps (specifically, the smartphone and tablet apps of cable providers).

The idea is to target those ads based on what you’re watching — not just based on the show, but what’s actually being discussed on-screen at that moment. To do that, Cisco works with the cable operator to analyze the TV content in real time, identify relevant keywords in that content (as well as the context of those keywords), and then serve ads targeted at that those keywords.

For example, the companies say that if you’re watching a talk show and the host starts talking about tablets, they can serve you a tablet-related ad. Or if you’re watching a commercial for a tablet, the app might actually bring up a page where you can learn more and order the device in question.

Delivering these kinds of ads may become more important as second-screen activity increases, because if you’re fiddling with your phone or your tablet while you’re watching TV, you’re probably not paying much attention to traditional commercials.

Other experiments in this area include Shazam’s ability to identify TV ads and deliver related content. The problem with these early efforts, argued Innovid co-founder and CTO Tal Chalozin, is that the individual apps in question don’t have the broad reach that TV advertisers are looking for, and advertisers are expected to create many different ads to accommodate different formats.

With Innovid and Cisco’s approach of working with cable operators, on the other hand, Chalozin said advertisers can run large-scale campaigns. Even if someone doesn’t have, say, the Comcast or Time Warner app open, it could still send them a push notification about an exclusive offer or exclusive content. (To be clear, the companies aren’t announcing any partners yet, so Cisco and Time Warner are just examples of the types of apps that might be involved.)

Plus, working with the cable companies means that you don’t have to manually “check in” to the show for the app to know what you’re watching. And Chalozin said that with Innovid’s tools, a single ad will work across multiple apps and devices.

Innovid_2

The companies are showing the technology at the Consumer Electronics Show this week, and Chalozin gave me a quick demo before the conference. Basically, he brought talk show footage up on his screen, and as it played, a different keyword was being identified every few seconds. Once in a while one of those keywords would be highlighted, signaling that an advertiser is targeting that keyword.

I’m guessing that speed will be an important factor here — if an ad comes up right when a related topic is being discussed, it might feel relevant, but if it comes up a minute ortwo later, it’s probably confusing or weird. Chalozin agreed, and he noted that Cisco’s technology only takes about two seconds to generate keywords, though he admitted, “Clearly that needs to be tested at full scale.”

As I noted above, the companies are only demonstrating the technology this week, not announcing partners or availability, but Chalozin said, “The intention is to launch it at the end of the first half of the year or the beginning of Q3.”

Shazam Introduces Engagement Metric for TV Ads | Adweek

Shazam Introduces Engagement Metric for TV Ads | Adweek.

In an effort to help brands measure the impact of second-screen ad campaigns, Shazamis introducing a new metric tracking users’ engagement with TV spots using the media “tagging” app.

It’s officially called the “Shazam Engagement Rate” and, according to the company, it “is defined as Shazam tag volume for each spot that airs, divided by the GRP’s for each of those airings.” In other words, the engagement metric will tell brands not just how many times their commercial was “tagged” but also how large the audience was at the time.

“We’re a leader in second screen and working with brands to help consumers engage with their ads through their smart devices,” Shazam CEO Rich Riley told Adweek. “Launching this new engagement metric is going to provide some unique insights to brands and help us make the second screen increasingly effective.”

There are currently 250 ad campaign that can be tagged on Shazam (it’s the same process as using the app to identify a catchy song you can’t place), and the new metric is available only to those campaigns partnering with the company. The data are presented to brands in the form of Power Point slides showing bar charts cutting across time of day, programs, location and so on, Riley explained.

Riley was set to officially unveil the metric at the Cannes Lions festival. “Shazam is already enhancing how millions of consumers around the world engage with TV advertising,” Riley was expected to say, according to his prepared remarks. “Now, we are able to 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.

“At the core of this innovative service, Shazam is unveiling a new television advertising engagement metric, the Shazam Engagement Rate, showing brands when and where their ad is—or is not—resonating with their target audience, providing an invaluable and exclusive service to our clients.”

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.