Shazam has launched a second-screen application to tag and measure TV ads. The Shazam Engagement Rate will let marketers know how often their ads are tagged and the size of the viewership at that moment.
Content providers are rolling out second-screen viewing options, but figuring out how to profit from TV Everywhere services is proving more challenging. Industry experts say that while younger viewers continue to move away from traditional TV platforms, advertisers are still catching on to the need pursue blended strategies.
A survey offers evidence that the development and distribution of second-screen applications to complement television programming is helping content producers build more committed audiences. The Wowza Media Systems survey found that three-quarters of respondents who use a TV show's second-screen app said they are more likely to become a repeat viewer. "Our survey ... provides data that savvy advertisers and broadcasters can use to benefit from the phenomenon," Wowza CEO David Stubenvoll said.
USA Network has revamped its second-screen experience to allow users to participate in polls and interact with its shows via third-party applications, including Zeebox, NextGuide, Shazam and Viggle. The updated USA Sync platform, unveiled for Wednesday's 100th episode of "Psych," also features special content and video clips.
Shazam says that it now has 300 million global users of its second-screen media engagement system, with Android and iPad updates ready to "optimize discovery, engagement, transactions and exploration in a tablet environment," says Shazam CEO Andrew Fisher. A new home screen urges users to find tagged TV shows and music, and the tablet software features interactive mapping that aids location-based discovery and sharing with other users.
Second-screen application maker Zeebox will integrate Gracenote's Entourage system to "hear" and identify the program viewers are watching on television. Comcast, NBCUniversal, Viacom and HBO are backing the app, which now competes better against Shazam's second-screen app, according to this article.