Shazam Connect, cross media engagement a 360°

Davide Mondo | Amministratore Delegato, Mediamond Filippo Vizzotto | Country Manager Italia, Shazam

Annalisa Musacchia | Digital & CRM Manager, Shiseido

Milano 2, 28 Se-embre 2015

Milano , 1 Dicembre 2015

START A NEW JOURNEY !

Nati nel 2009 come concessionaria per la vendita della pubblicità sulle properties digitali di Mediaset e Mondadori.

CHI Siamo - Forti dalla nascita

ü Elevata esperienza professionale

ü Ricchezza e qualità dei contenuti editoriali ü Vertical Brand

ü  «Nativamente» Cross Mediali

SPORT AUTO NEWS METEO

YOUNG WOMEN

ENTERTAINMENT

Una forza di oltre 26 Mio di App Scaricate Più di 3,5 Mio di Utenti Unici a settimana

Fonte: Audiweb View, Digital Total Audience – Video Obj , Media ultimi 3 mesi

La nostra offerta Mobile

20,6 milioni di utenti Mobile ogni mese in italia

I nostri numeri Mobile IERI

42% 8.6 mio USERS ERANO

20,6 milioni di utenti Mobile ogni mese in italia

I nostri numeri Mobile OGGI

52% 10.7 mio USERS SONO

milioni di utenti giornalieri

I nostri Utenti giornalieri Mobile IERI

milioni di utenti giornalieri

I nostri Utenti giornalieri Mobile OGGI

Mediamond & Shazam – sinergia crossmediale

Shazam Connect, cross media engagement a 360°

Filippo Vizzotto | Country Manager Italia, Shazam

HOW DID WE GET HERE?

SHAZAM’S COME A LONG WAY SINCE 2002

MONTHLY ACTIVE GLOBAL USERS 110+M

HUNDREDS OF MILLIONS OF DEVICES

WORLDWIDE

20 BILLION SHAZAMS

AND COUNTING

20M SHAZAMS EVERY DAY

NEW SHAZAM’ERS EVERY MONTH

MILLIONS

BRAND | GLOBALLY KNOWN AND LOVED

BRAND ATTRIBUTES MOBILE | FAST | MUSICAL | MAGICAL

9.3M MONTHLY

ACTIVE USERS

SHAZAMS PER MONTH 43M

IT TOTAL USERS 27M+

SHAZAM ITALY USERS

NEW SHAZAM’ERS EVERY MONTH

FEMALE AUDIENCE: 51% MALE AUDIENCE: 49%

SHAZAM ITALY DEMOGRAPHICS

18-24 25-34 35-54 55 +

30% 27% 2% 26% 15%

WORLD CLASS MUSIC RECOGNITION $300 MILLION IN DIGITAL MUSIC SALES IN 2013, ACCOUNTING FOR 7%

OF ALL DIGITAL MUSIC SALES WORLDWIDE

400K DOWNLOADS/DAY

600K STREAMS/DAY

TURNING MOMENTS OF DISCOVERY INTO ONGOINGCONNECTIONS • NEW ALBUMS AND SINGLES • NEW VIDEOS • EXCLUSIVE MUSIC VIDEOS • TARGETED PUSH NOTIFICATIONS

Shazam In App

NATIVE ROADBLOCK OWN A SOUND, A SONG, A GENRE, AN ARTIST! max 20 songs targeting

SPONSORED VIDEO NEWS FEED YOUR VIDEO INSERTED WITHIN THE SHAZAM CONTENT EXPERIENCE

CUSTOM CHART CREATE YOUR OWN CUSTOM CHART

Shazam Connect

SHAZAMING IS DRIVEN BY TV ADS

CLEAN BANDIT SHAZAMS BEFORE

INCLUSION IN M&S

COMMERCIAL

M&S COMMERCIAL

LAUNCHES SHAZAMING CONTINUES

BEYOND LAUNCH OF COMMERCIAL

M&S used Clean Bandits track “Rather Be” in their television initiative in 2014. Without a call-to-action on screen, music directly influenced a response from Shazam users to Shazam the commercial organically.

SHAZAM FOR TV: RAISE AWARESS FOR GUINNESS

CUSTOM HTML5 RESULT

CONSUMER SEES SHAZAM

LOGO..

..USES SMARTPHONE TO SHAZAM AUDIO..

..GETS SHAZAM’S DIRECT TO SITE OR CUSTOM RESULT

SHAZAM for TV: RAISE AWARENESS FOR YOUR BRAND

HALF OF CONSUMERS WHO SEARCH GOOGLE AFTER SEEING AN AD DON'T END UP ON THE BRAND'S WEBSITE.

DAVE BARNEY, GOOGLE PRODUCT MANAGER IN ADWEEK

SHAZAM CONNECTS THE WORLD AROUND YOU

winner of

Battle Radio Factory contest

Radio spot 1

ç FRANCINE SHAZAM for RADIO EXPERIENCE

Radio spot 2

VISUAL SHAZAM: SCAN A PRINT AD AND MAKE IT CLICKABLE!

La Martina’s Visual Shazam experience LA MARTINA VISUAL SHAZAM EXPERIENCE

SHAZAM VISUAL GIVENCHY: FRANCE

GUERLAIN VISUAL SHAZAM EXPERIENCE

SHAZAM VISUAL GIVENCHY: FRANCE

BMW VISUAL SHAZAM EXPERIENCE

IN-STADIUM & CONCERT JUMBOTRONS

COKE ZERO FIRST DRINKABLE COMMERCIAL

BEACONS MAKE ANY ENVIRONMENT INTERACTIVE

DELIVER ENGAGING EXPERIENCES IN PHYSICAL ENVIRONMENTS WITH BEACONS

46% 38%

12% 3%

13-17 18-24 25-34 35-44 45-54

Media Plan Correlation

User Breakdown Metrics Across

both Campaigns

38K+ Shazams

34K+ Unique Users

9,500+ Cities w/activity

:37 Time spent beyond :30 sec commercial

23% 13% 10%

24% 20%

3% 3% 10% 9% 4% 2%

38% 27%

Network 1 Network 2 Network 3 Network 4 Network 5 Network 6 Network 7 Network 8

% of Shazams

Camp. 1

144 250 106 63 74 91 87

42% 63%

58% 37%

Campaign 1 Campaign 2

0 50 100 150 200 250 300

Shazam/GRP Index

Campaign to Campaign Efficiency Detailed Programming Report

Camp. 2

Rank Date Shazams Channel Program 1 16 Nov 6,381 Net 5 Program A 2 19 Nov 5,557 Net 2 Program 1 3 19 Nov 5,151 Net 5 Program C 4 16 Nov 3,011 Net 1 Program Z 5 22 Nov 2,828 Net 5 Program BB … … … … …

Ads on Net 5 produced more Shazams than

ads on any other network

Network Efficiency

Shazam vs. Social

Shazam generated over 4X as many interactions with the Brand than Facebook & Twitter combined!

CAMPAIGN PERFORMANCE SNAPSHOT

54% 46%

..and now make some noise for Annalisa Musacchia

Digital & CRM Manager @ Shiseido

NO HIT & RUN

UN PROGETTO A 360° GRADI

SOCIAL EVENT

SPOT TV

MOBILE FORM

PROVA A CASA

L’EVENTO SUI SOCIAL 8/11 ORE 21 – INIZIA L’EVENTO

Teasing via Twitter. Abbiamo seguito le trasmissioni dove è stato inserito lo spot e annunciato la «sorpresa» imminente

LA DINAMICA

PROVA PRODOTTO DIRETTAMENTE A CASA

UN PROGETTO A 360° GRADI

SOCIAL EVENT

SPOT TV

MOBILE FORM

PROVA A CASA

Appendix

SHAZAM AGAIN ALLOW YOUR BRAND TO BE THE NEXT STEP IN A CONSUMER JOURNEY!

Shazams during Sanremo music festival

when Sanremo aired, Shazam registered:

2.5 million Shazams (3x average activation)

1.275 million No Matches (51% ratio vs average of 10%)

Sanremo is Italy’s longest lasting LIVE TV show and –when the Italian football team is not playing a World Cup Final- always gets the biggest TV audience of the whole year (nearly 14M viewers in 2015).

..and TV peaks matched with Shazams peaks!

what if Sanremo was Shazam enabled?

Shazam and XFactor 8 final show

The final show (1,3M viewers, 5% share) of XFactor 8 aired on 11th December 2014 and featured the 4 best contestants and 7 guest stars. Overall, the contestants sang 10 times (7 covers, 3 unreleased songs) LIVE, while the special guests sang 8 times LIVE and 2 times in PLAYBACK. During the show, Shazam registered: •  over 460.000 tags >> 3x average activation •  nearly 220.000 No Matches >> 5x average ratio

XF8 final show | Shazam activity Spikes in shazams show top matches occurred when guest celebrities sang in playback

Saint Motel sings My Type (in playback)

Gianna Nannini sings Lontano dagli

Occhi (in playback)

= Match = No Match

XF8 final show | Shazam activity (2) No matches were likely due to viewers shazamming live performances of TVOI contestants

= Match

= No Match Mika sings Good Guys and Happy

Ending (live)

David Guetta and Sam Martin sing Dangerous (live)

Lorenzo Fragola sings his single (live)

Ilaria sings her single (live)

Madh sings his

single (live)

Lorenzo Fragola sings Paolo

Nutini's cover (live)

Madh sings

Nneka's cover (live)

Tiziano Ferro sings a 2 song medley (live)

Lorenzo Fragola sings his winning single (live)

Shazams vs Tweets vs Likes

215.000

300.000

400.000

Approximately 215K Shazams can be attributed to people watching X Factor. Shazams can 3X by including on-air mentions of Shazam and/or on-screen CTAs.

Shazam UUs vs Social Media UUs

49.000

122.000

Shazam&XF8 final show| Take aways

•  Organic Shazam activity is already happening throughout X Factor (10% of total viewers activated Shazam spontaneously!) and could be increased with on-air mentions of Shazam and on-screen CTAs

•  Due to the live nature of the program, there is a high non-match rate

(55%) which presents an opportunity to own the “Shazam Again” feature or a bespoke tag result page.

•  The most the Shazam’d moments provide indications for which guest

star was more appreciated

VERY SHAZAM AGAIN during XFACTOR LIVE SHOW

Shazam Connect, cross media engagement a 360° · • Organic Shazam activity is already happening...

Transcript of Shazam Connect, cross media engagement a 360° · • Organic Shazam activity is already happening...

Shazam Connect, cross media engagement a 360° · • Organic Shazam activity is already happening...

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