Shazam to Improve Impact of TV Advertising

Leading media engagement company Shazam has launched the “Shazam Engagement Rate,” a new Shazam for TV advertising metric that aims to enable brands to more accurately gauge the effectiveness of television advertising campaigns.

Exclusively available to Shazam for TV advertisers, Shazam combines third-party industry data on the number of people viewing a particular ad with the number of people who engaged with that same ad through Shazam.

Combining the two data points reveals which ads are resonating more or less with viewers – with insights available by show, type of show, channel, day of week, day-part mix and other key television planning dimensions.

[ Also Read: Is Online Video More Effective Than TV for Brands? ]

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

Shazam Engagement Rate
Shazam Engagement Rate

Shazam licenses this GRP viewership information from Nielsen, the global provider of information and insights into what consumers watch and buy, specifically for Shazam for TV performance reporting and generating insights.

[ Also Read: 10 Reasons I Like Indian TV Shows ]

Shazam takes the industry-standard Nielsen viewership data and uses it to provide perspective and context to Shazam’s consumer engagement data.

According to the company, Shazam for TV advertising enables 95 million Shazam users in the US and over 325 million users globally to tap one button in the Shazam App, and in a few seconds, arrive at a mobile-optimized experience built specifically for the brand campaign.

[ Also Read: Click Here: The State of Online Advertising ]

Over 250 TV ad campaigns from over 150 A-list global brands – such as Pepsi, Toyota, Barclays, and Sony Pictures – have leveraged Shazam for TV to instantly provide more information, special offers, and the ability to shop directly from the couch, says the company.

Brands are using Shazam for TV to ‘continue and complement’ their 30-second spots in several minutes of engagement on the ‘second screen’ – smartphones, iPads and tablets.

The new service will be initially available to Shazam for TV advertisers in the U.S. It was announced today, June 19.

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Rakesh Raman