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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 adverts through 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, Deloitte conducted 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. 

Clair O'Neill

Published 17 December, 2012 by Clair O'Neill

Clair O'Neill is Marketing Assistant at mubaloo and a contributor to Econsultancy. You can follow on Twitter and Google Plus, or connect via LinkedIn

13 more posts from this author

Comments (2)

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Max Eaglen

Second screens, and third and fourth screens, will be the future of customer engagement for brands. As both the Nielsen research and the mutli-screen marketer report found consumers want more than one touchpoint to embrace a brand. At Platform, we are finding that the brands that are leading the way are those which are reaching out to customers across multi-platforms with social media – allowing customers to like, tweet and dig their products – via apps on tablets, via the Internet and via TV and other broadcast media. This surround screen approach brings the brand to life and gives the consumer more opportunities to see than ever before."

over 3 years ago

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Liam Geoghegan, Web Content Officer, Digital Marketing at City University London

I tried to enter a competition that used Shazam and a TV ad, but the in-app links didn't work. As a result, I now ignore the ads using Shazam. Although people are increasingly using more than one screen at a time, there's not necessarily any relation between the content on those screens. In the ad breaks, I now use my phone to check emails, text or browse the web generally - not to engage with ad content, but to avoid ad content - partly because of that first disappointing experience. Giving consumers the chance to engage using multiple devices is not enough. The overlap between devices/screens needs to be seamless and of genuine value to the consumer.

over 3 years ago

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