Absolut, Gillette and Jaguar Increase Television Ad Recall & Likeability with Shazamable Ads

According to Nielsen study, TV Ads with a Shazam call-to-action have overall higher recall and likeability than those without

New York – August 5, 2014 – Shazam^® today announced the results of a recent study with Nielsen to examine the effectiveness of Shazamable TV advertising with brands such as Absolut, Gillette and Jaguar.  The findings were compelling proof that Shazamable TV ads delivered on the promise of improving recall and engaging viewers, while maintaining the integrity of the first screen experience.  Brands with Shazamable TV ads are able to extend the conversation with viewers in a way that complements what they are seeing on their TV. In addition, the study showed that Shazamable television ads outperform other ads from the same brands, including:

·  6 percent higher ad recall,

·  10 percent higher ad + brand recall,

·  14 percent higher ad/brand + message recall; and,

·  13 percent higher recall + likeability.

Advertisers are looking for new, less distracting ways to engage viewers beyond their 30 or 60 second commercial slot. For more than three years, Shazamable digital experiences have connected real-time TV content with relevant digital content to extend engagement. Paving the way for the future of TV advertising, Shazamable ads facilitate an ongoing conversation between brands and their audiences that previous second screen experiences only served to derail.

Absolut

Absolut’s Shazam integration was a piece of an overall pioneering marketing campaign:

“Absolut continues to seek new and more powerful ways to engage the consumer and get them thinking about what the brand does to enhance their lifestyle," said Andre Marciano, Director of Media and Integrated Communication at Pernod Ricard USA.  "Absolut has always been about innovation and creating engaging, provocative content for consumers. Working with our partners at Vizeum, we made the decision to incorporate Shazam into a campaign - to increase standout and create the link to music as part of who we are.  Given the inextricable tie between Absolut, nightlife and music, it seemed like a natural fit —we know our audience consists of music and tech tastemakers, and the results of this study, including 50% increase in brand recall have only reaffirmed that.”

Gillette

Gillette’s campaign leveraged a celebrity partnership with Andre 3000, which made Shazam a natural partner for their TV advertisement. Viewers were encouraged to Shazam the ad for bonus content, which the study revealed resulted in 48 percent higher brand recall and 83 percent higher likeability.

Jaguar

For the launch of the F-Type Coupe, Jaguar developed the Good to Be Bad campaign, which kicked off with the debut the “British Villains” ad during the 2014 Super Bowl. This ad, which was included in the study, featured celebrity talent and gave viewers a dynamic 60 second experience. The Shazam integration enabled Jaguar to give fans access to additional cinematic content, which the study found more than doubled the brand recall.

“The ‘British Villains’ integration was our third campaign partnering with Shazam,” said Milind Raval, Managing Director Spark 44.“For each of these campaigns, Shazam delivered a seamless custom mobile experience, featuring our brand in an immersive, personal way that complements broadcast and extends the customer engagement. Not only have these campaigns driven a large number of intenders, but they’ve also provided a great deal of data and insight into our target audience that will undoubtedly shape future marketing initiatives.”

“We’re always asked why making a TV ad Shazamable is worth it,” said Shazam CRO, Kevin McGurn. “Now that we can unequivocally say a Shazamable ad is more powerful, it’s one of the most cost effective ways to extend a brand’s TV campaign. It allows viewers to immediately get more from an ad they are curious about, using the app already on their phone & a behavior they are familiar with.

Television is the key anchor to Shazam’s cross media platform strategy and Nielsen has validated and benchmarked success for advertisers who use our app to connect every line item of their media plan to the mobile device,” continued McGurn.

“It’s no secret that more than 40 percent* of tablet and smartphone owners use these devices while watching TV,” said Shazam Director of Research, Scott Holechek. “But at Shazam we’ve recognized that the second screen can often serve as a distraction to viewers, so our goal is to bring them back into their television experience and help brands get the most out of their ad dollars. This study demonstrates that our partnerships with brands like Absolut, Gillette and Jaguar have done just that. The Shazamable ad experience is more enjoyable for viewers and more profitable for advertisers—it’s a formula that just works.”

The Nielsen study analyzed more than 25 Shazamable commercials in the auto, beer, retail, insurance, travel, financial, beverage and personal care industries. Across all of these brands, Shazamable ads saw greater ad, brand and message recall, as well as significantly higher ad likeability and impact on stated purchase intent than the same ads that were not Shazamable. For the full breakdown of the Nielsen study results across these different brand categories, please visit our website.

*Nielsen, October 13, 2011, 40% OF TABLET AND SMARTPHONE OWNERS USE THEM WHILE WATCHING TV