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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
Fonte: Audiweb View, Digital Total Audience – Video Obj , Media ultimi 3 mesi
20,6 milioni di utenti Mobile ogni mese in italia
I nostri numeri Mobile OGGI
Fonte: Audiweb View, Digital Total Audience – Video Obj , Media ultimi 3 mesi
52% 10.7 mio USERS SONO
1,3
milioni di utenti giornalieri
Fonte: Audiweb View, Digital Total Audience – Video Obj , Media ultimi 3 mesi
I nostri Utenti giornalieri Mobile IERI
1,8
milioni di utenti giornalieri
+
Fonte: Audiweb View, Digital Total Audience – Video Obj , Media ultimi 3 mesi
I nostri Utenti giornalieri Mobile OGGI
Mediamond & Shazam – sinergia crossmediale
Shazam Connect, cross media engagement a 360°
Filippo Vizzotto | Country Manager Italia, Shazam
© Copyright 2015 Shazam Entertainment Limited
HOW DID WE GET HERE?
2002
2015
SHAZAM’S COME A LONG WAY SINCE 2002
© Copyright 2015 Shazam Entertainment Limited
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
© Copyright 2015 Shazam Entertainment Limited © Copyright 2015 Shazam Entertainment Limited
BRAND | GLOBALLY KNOWN AND LOVED
BRAND ATTRIBUTES MOBILE | FAST | MUSICAL | MAGICAL
© Copyright 2015 Shazam Entertainment Limited
9.3M MONTHLY
ACTIVE USERS
SHAZAMS PER MONTH 43M
© 2015 Shazam Entertainment Source: Shazam internal data June 2015
IT TOTAL USERS 27M+
SHAZAM ITALY USERS
NEW SHAZAM’ERS EVERY MONTH
1.1M
© Copyright 2015 Shazam Entertainment Limited
© 2015 Shazam Source: Shazam internal data June 2015.
FEMALE AUDIENCE: 51% MALE AUDIENCE: 49%
SHAZAM ITALY DEMOGRAPHICS
18-24 25-34 35-54 55 +
30% 27% 2% 26% 15%
13-17
© Copyright 2015 Shazam Entertainment Limited STRICTLY CONFIDENTIAL © Copyright 2014 Shazam Entertainment Ltd.
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
© Copyright 2015 Shazam Entertainment Limited
TURNING MOMENTS OF DISCOVERY INTO ONGOINGCONNECTIONS • NEW ALBUMS AND SINGLES • NEW VIDEOS • EXCLUSIVE MUSIC VIDEOS • TARGETED PUSH NOTIFICATIONS
© Copyright 2015 Shazam Entertainment Limited STRICTLY CONFIDENTIAL © Copyright 2014 Shazam Entertainment Ltd.
Shazam In App
© Copyright 2015 Shazam Entertainment Limited
NATIVE ROADBLOCK OWN A SOUND, A SONG, A GENRE, AN ARTIST! max 20 songs targeting
© Copyright 2015 Shazam Entertainment Limited
SPONSORED VIDEO NEWS FEED YOUR VIDEO INSERTED WITHIN THE SHAZAM CONTENT EXPERIENCE
© Copyright 2015 Shazam Entertainment Limited 21
CUSTOM CHART CREATE YOUR OWN CUSTOM CHART
© Copyright 2015 Shazam Entertainment Limited STRICTLY CONFIDENTIAL © Copyright 2014 Shazam Entertainment Ltd.
Shazam Connect
23
© Copyright 2015 Shazam Entertainment Limited
SHAZAMING IS DRIVEN BY TV ADS
0
500
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1500
2000
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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.
© Copyright 2015 Shazam Entertainment Limited
25 © 2014 Shazam Entertainment
SHAZAM FOR TV: RAISE AWARESS FOR GUINNESS
CUSTOM HTML5 RESULT
CONSUMER SEES SHAZAM
LOGO..
1
..USES SMARTPHONE TO SHAZAM AUDIO..
2
..GETS SHAZAM’S DIRECT TO SITE OR CUSTOM RESULT
3
SHAZAM for TV: RAISE AWARENESS FOR YOUR BRAND
© Copyright 2015 Shazam Entertainment Limited © Copyright 2015 Shazam Entertainment Limited
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
© Copyright 2015 Shazam Entertainment Limited © Copyright 2015 Shazam Entertainment Limited
© Copyright 2015 Shazam Entertainment Limited © Copyright 2015 Shazam Entertainment Limited
© Copyright 2015 Shazam Entertainment Limited
SHAZAM CONNECTS THE WORLD AROUND YOU
30
winner of
Battle Radio Factory contest
Radio spot 1
ç FRANCINE SHAZAM for RADIO EXPERIENCE
Radio spot 2
ç
© Copyright 2015 Shazam Entertainment Limited
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
© Copyright 2015 Shazam Entertainment Limited
© Copyright 2015 Shazam Entertainment Limited
IN-STADIUM & CONCERT JUMBOTRONS
COKE ZERO FIRST DRINKABLE COMMERCIAL
© Copyright 2015 Shazam Entertainment Limited
BEACONS MAKE ANY ENVIRONMENT INTERACTIVE
DELIVER ENGAGING EXPERIENCES IN PHYSICAL ENVIRONMENTS WITH BEACONS
© Copyright 2015 Shazam Entertainment Limited
1%
46% 38%
12% 3%
13-17 18-24 25-34 35-44 45-54
Media Plan Correlation
The
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%
2%
24% 20%
3% 3% 10% 9% 4% 2%
38% 27%
3% 3%
Network 1 Network 2 Network 3 Network 4 Network 5 Network 6 Network 7 Network 8
% of Shazams
230
Camp. 1
144 250 106 63 74 91 87
42% 63%
58% 37%
Campaign 1 Campaign 2
0%
5%
10%
15%
20%
25%
30%
0 50 100 150 200 250 300
Shazam/GRP Index
% o
f Sh
azam
s
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
© Copyright 2015 Shazam Entertainment Limited
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?
© Copyright 2015 Shazam Entertainment Limited
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
~
© Copyright 2015 Shazam Entertainment Limited
XF8 final show | Shazam activity Spikes in shazams show top matches occurred when guest celebrities sang in playback
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Saint Motel sings My Type (in playback)
Gianna Nannini sings Lontano dagli
Occhi (in playback)
= Match = No Match
© Copyright 2015 Shazam Entertainment Limited
XF8 final show | Shazam activity (2) No matches were likely due to viewers shazamming live performances of TVOI contestants
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9:44
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11:2
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= 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)
© Copyright 2015 Shazam Entertainment Limited
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.
© Copyright 2015 Shazam Entertainment Limited
Shazam UUs vs Social Media UUs
4.000
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
© Copyright 2015 Shazam Entertainment Limited
VERY SHAZAM AGAIN during XFACTOR LIVE SHOW