[HUBFORUM Paris] Shazamable TV Advertising - Josh Partridge (Shazam)

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Mercredi 8 et jeudi 9 octobre se tenait la 5ème édition du HUBFORUM. Un rendez-vous annuel pour networking, mais aussi pour faire un état des lieux des meilleurs pratiques digitales de l’années pour tirer vers le haut son business. Cette année le sujet était « Connect, Transform or Die ». Pour revivre le HUBFORUM Paris 2014, l’équipe du HUB Institute vous invite à retrouver les meilleurs moments à travers les présentations et dans le replay : http://www.hubinstitute.com/replay-integral-du-hubforum-paris-2014/

Transcript of [HUBFORUM Paris] Shazamable TV Advertising - Josh Partridge (Shazam)

  • 1. CAMPAIGNS ON6CONTINENTS14MNEW SHAZAMERSEVERY MONTH100MMAUUSERS15 BILLION SHAZAMSAND COUNTING OF THE WORLDSSALES 7%DIGITAL MUSIC2MILLION GLOBAL USERS20MMSHAZAMSEVERY DAY650+CAMPAIGNS 2014 Shazam Entertainment | Source: Shazam internal data and comScore data

2. TIME SPENT PER WEEK35 hoursTV14 hoursRadio42 hoursMobile6.5 hours 150x per dayOnline0.3 hoursCinema 2014 Shazam Entertainment | Source: Nielsen & Google 89% of internet browsing3 3. SMART PHONE PENETRATIONA GLOBAL TOP 10 APPHOW DO YOUREACHYOUR CONSUMER? 4. United KingdomAustraliaSpainCanadaUnited StatesGermanyFranceItalyMexicoSouth AfricaArgentinaTurkeyBrazilIndonesia18%33%40%44%48%47%62%65%65%72%75%81%81%85%SMART PHONE PENETRATION 2014 Shazam Entertainment | Source: Google Mobile Study, A18-44 5 5. THE SMARTPHONEis changing habits&unearthing a world ofpossibilities! 6. TV DIVIDED ATTENTION84% of TV viewers use a smartphone or tablet while watching TV53% of consumers with tablets or smartphones have engaged inmobile-based activity related to what they're watching on TV20% of audiences on tablets and 13% on smart phones have made apurchase on their device after seeing a product advertised on TV 2014 Shazam Entertainment | Source: Nielsen, Google, Business Insider 7 7. Consumers areRunningMission Control 8. SHAZAM CALL-TO-ACTION 2014 Shazam Entertainment 9 9. SHAZAMING DRIVEN BY TV ADSSongs used in commercials capture our users attention, prompting them to Shazam organicallyRather BeClean Bandit180K SHAZAMSDon'tEd Sheeran147K SHAZAMSWalk this wayM13K SHAZAMSChangesFaul & Wad Ad & PNAU140K SHAZAMSHappyPharrell Williams52K SHAZAMSSomewhere only we knowLily Allen115K SHAZAMSits youFCL8K SHAZAMSThis head I holdElectric Guest17K SHAZAMSWord UpCameo25K SHAZAMSLocked out of heavenBruno Mars17K SHAZAMS 2014 Shazam Entertainment | Source: Internal data, Nov 2013 Oct 2014 10. SHAZAM - Peugeot 2014 Shazam Entertainment 11 11. SHAZAM RESULTS STYLES 2014 Shazam Entertainment 12 12. FACEBOOK POSTING/FEEDSMUSIC DOWNLOADSCANNED TWEETSGLOBAL COUNTDOWNS13DIRECT TO DEVICE DOWNLOADSINTSAGRAM INTEGRATIONINTERACTIVE MAPSTAP-TO-CALLYOUTUBE PLAYLISTSIMAGE CREATE & SHARETAP TO DOWNLOAD3D PANORAMASIN-APP GAMESDIRECT VIDEO PLAYSTWITTER POSTING/FEEDSSPONSORED PLAYLISTSCONTESTS & SWEEPSSOCIAL SHARINGDEVICE GEOLOCATIONAPP DOWNLOADSSTORE LOCATORSCAVENGER HUNTS 3D SPACE INTERACTIONINTERACTIVE PUZZLESCREATIVE POSSIBILITIES 2014 Shazam Entertainment 13. 14AD IMPACT 3X ENGAGEMENTof viewers who Shazam anad engage with the brandvs. 23% of those that dont 2014 Shazam Entertainment | Source: Frank N. Maggid Associates, Inc. 14. Shazam Enabling Your TVCKeeping Commercial Viewers Engaged Beyond the Standard 30-second SpotActive Attention:30 Television CommercialPassive AttentionMeasure Engagement+XX secOver XXK Shazams 2014 Shazam Entertainment Source: 24 seconds represents average time spent with the Jeep campaign.17 15. ShazamsMedia Plan InvestmentMeasure EngagementMeasure your media plan vs. Engagement 2014 Shazam Entertainment 312.09.06.03.00.013,75011,0008,2505,5002,75011-May-14 13-May-14 15-May-14 17-May-14 19-May-14 21-May-14 23-May-14 25-May-14 27-May-14 29-May-14 31-May-14 02-Jun-14 04-Jun-14 06-Jun-14 08-Jun-14 10-Jun-14 12-Jun-14 14-Jun-14For the duration of the campaign, Shazam activity mirrored GRP levels by day,proving a positive correlation between GRP levels and ShazamsSource: Shazams based on Shazam internal counts. GRPs from Nielsen AdViews, Jeep Trucks CTA creative, May-June 2014. 16. Measure EngagementTV Plan Deep diveDAY TOTAL SHAZAMS TOTAL GRPs SHAZAMS/GRP % INDEX11-May-14 3,019 3.5 15112-May-14 10,535 8.1 22613-May-14 8,546 11.3 13214-May-14 8,497 10.6 14015-May-14 599 1.2 8516-May-14 687 1.9 6417-May-14 1,083 2.5 7518-May-14 3,311 3.2 18019-May-14 3,295 4.7 12120-May-14 3,094 8.5 6321-May-14 4,993 6.6 13222-May-14 1,181 3.1 6523-May-14 1,087 3.4 5524-May-14 1,552 4.1 6525-May-14 4,549 6.3 12726-May-14 671 2.1 5527-May-14 3,352 5.8 10128-May-14 1,202 1.8 1181st Half Total 61,253 88.8DAYTOTALSHAZAMSTOTAL GRPsSHAZAMS/GRP %29-May-14 1,247 2.5 8730-May-14 1,021 2.1 8431-May-14 1,531 4.0 6701-Jun-14 2,047 4.6 7702-Jun-14 1,397 4.0 6103-Jun-14 1,725 4.5 6704-Jun-14 1,852 3.8 8505-Jun-14 1,568 4.0 6806-Jun-14 1,334 2.7 8607-Jun-14 1,760 5.6 5508-Jun-14 2,697 6.8 6909-Jun-14 1,424 2.5 9810-Jun-14 640 1.7 6411-Jun-14 574 1.2 8312-Jun-14 920 2.4 6813-Jun-14 1,205 3.5 6114-Jun-14 574 1.9 5115-Jun-14 840 2.7 552nd Half Total 24,356 60.4403 Shazams per GRP A decline in GRPs resulted in a decline in Shazams for thesecond half of the campaign Shazams declined faster than GRPs because of the weight ofactivity during the NBA PlayoffsSource: Shazams based on Shazam internal counts. GRPs from Nielsen AdViews, Jeep Trucks CTA creative, May-June 2014.INDEX690 Shazams per GRP 7 of 10 over-indexing days were driven by the NBAPlayoffs on TNT The other 3 days were driven by Americas Got Talent onNBC, BETs Movie of the week, and various programmingon TV1 2014 Shazam Entertainment 4 17. Measure EngagementIndustry Benchmarking17 Campaigns Across 4 CountriesShazamd Over 1MM Times231,166153,830134,165Tags98,66391,00548,23338,41138,32037,62434,31833,55919,54016,8057,7216,8035,7881,643CAMPAIGN 1CAMPAIGN 2CAMPAIGN 3CAMPAIGN 4CAMPAIGN 5CAMPAIGN 6CAMPAIGN 7CAMPAIGN 8CAMPAIGN 9CAMPAIGN 10CAMPAIGN 11CAMPAIGN 12CAMPAIGN 13CAMPAIGN 14CAMPAIGN 15CAMPAIGN 16CAMPAIGN 1772% 28%4%Unique Tagger % Composition37% 36%10%2%13-17 18-24 25-34 35-44 45-54 2014 Shazam Entertainment 2 18. 99,457Measure EngagementBirds ViewBrand Activity 5/11/14 - 6/30/1422,4906,4892,581ShazamsOnline SearchesTweetsFacebookActionsShazam generated over 3X more brand interaction than Search,Twitter, and Facebook combined 2014 Shazam Entertainment Source: Shazams based on Shazam internal counts. Online searches, Tweets, and Facebook Shares: iSpot Jeep Dashboard, 5/11/14-6/30/14.19