Shazam unveils new service for TV advertisers, allowing them to gauge effectiveness of ad campaigns
Shazam has launched the ‘Shazam Engagement Rate’, a new service aimed at advertisers looking to more accurately gauge the effectiveness of television ad campaigns.
The new service uses real-time activity of Shazam's user base, combined with third-party industry data on the number of people viewing a particular ad, to provide insights on when and where TV ads resonate most with consumers.
Insights can be broken down into type of show, channel, day of week, day-part mix and other key television planning dimensions.
CEO Rich Riley unveiled the new metric and service at Cannes, saying: "Shazam is already enhancing how millions of consumers around the world engage with TV advertising.
“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 optimise their ad spend.”
"By showing brands where they are seeing actual engagement - not just viewers, but people who are leaning in and asking for more information - Shazam is able to provide an entirely new service to advertisers: measurement and accountability on how effectively an ad campaign connects with the target audience," continued Riley. "This is a win-win proposition for consumers and advertisers."
So far, more than 250 TV ads from over 150 brands can be tagged on Shazam, and the new metric is only available to those already partnering with the company - – including Pepsi, Toyota, and Sony Pictures.
The new service will be initially available to Shazam for TV advertisers in the U.S.