by John Pokorny
(Left BBC for a career with Shazam)
Most people don’t realize Shazam is 10% of all digital music sales in the world right now; and 70 million people a month are using it. It’s a super simple setup. I came on board to grow Shazam for the TV area of the company. Did you know 80% of users Shazam television? It’s not just about pulling your phone out at a Café or nightclub when there is a song you don’t recognize. It is being utilized for a lot more.
All of this prompted me to ask a question that is pretty unpopular:
“When it comes to second screen, have we been trying to solve a problem that doesn’t really exist?”
We have been celebrating the utility…instead of the result.
TV users aren’t seeking out another web address or hash tag. (Sorry, they just aren’t.)
What users are generally doing is looking for answers to simple questions – “Who is that actor?” ,”How do I make one of those casseroles?”, “Where do I buy one of those?”
They want these answers with as little effort as possible.
They don’t want phone like this – iphone 10 with million apps.
They don’t want URLS for every little thing either.
They don’t want to scroll through lists of pages and pages of content (in most cases)
We genuinely represent engagement across all users, and not just a sliver or slice of the tech savvy ones.
Our 2nd Screen Formula is to create a simple experience.
(What are we asking users to do today? We’re asking them to
a.) View a TV commercial…
b.) Remember what it was they were interested in…
c.) Then they go online…
"…Now what was I supposed to do?" They say.
That’s the challenge. Having to get users to make that effort.
In regards to Shazam- all users have to do is launch the app and Press one button – and it figures out not just what you were watching, but at what moment in that program. Then we take you to the “right place.” This is an important factor. The content isn’t fitting into a Shazam shell, it’s created by the same people who produced the TV content. TV users don’t want to be taken to place where it’s disjointed from the program.
* “Shazam Jaguar Commercial.” – gyroscopic panaorama 360 degree.
* Home Depot example: They created a ‘How to’ video specifically for a product. Home Depot was complaining that the product wasn’t what they originally expected. The website was too cluttered, leaving the user thinking, “What do I search for again?”
But if they would have shazamed the home depot paint commercial, the app would have taken them to line of paints page. Simple as that, and directly connected.
* Olympics – opening ceremonies, daytime, primetime, etc.
* Red Bull supernatural challenge – during race, 4 opportunities to Shazam the first person perspective cameras of the athlete going down the slopes. 81% of users watched until the end.
We also make sure to be very relevant and flexible as a company for our clients.
Give content providers ownership of the experience. 10% of BET audience Shazamed while watching the awards.
Dan Biddle with Twitter UK shared that Twitter is starting to extend into programs themselves. (Little did we know they were hinting at http://mashable.com/2013/09/23/twitter-cbs-partnership/
Advertisers are very clear with what they are trying to accomplish. They want to reach their audience. Right now they are throwing up loads of call-to-actions in a variety of media platforms, trying to figure out what works best for ROI for their clients.
Matt Millar, CEO Tellybug
(Builds and run apps for shows like X-Factor, Americas Got Talent & The Voice.)
What Gets Consumers Interacting?
* Keep it simple (we want them to be relaxed & entertained)
* Two devices in front of them – beer, phone. We want them more interested in picking up phone than the beer! Simple, fun, rewarding.
* TV = best output in home been for 50 years. But also the worst place to do input.
* Main meal is the TV. Second screen is the side dish complementing main dish.
For example: When a TV survey on a talk show come up and asks the viewer something like, “Who do you agree with?” James 35% / Jeni 64%. (The user is thinking, somebody cares!) There’s a piece of magic when someone at home gets to change something on the screen. Your opinion is changing what’s happening. You no longer have to send letter and hope to be one of thousands selected
TV is still very social by nature - people still like to watch things in groups. Even if not physically together, it’s a social interest. Same shared interests – making connections between the people.
Example: “X” button on app. To play along on America’s Got Talent. Press or don’t press? Only one possible action is possible. So, what do we do when commercials come on? We send ad after. “Tap to clap” – 25% one in 4 click through ads because it’s very relevant.
We peeked at transaction rates that make us bigger than Facebook for few hours. Large formats, interesting demographic split: majority of users are women. 70% - skews younger and older. Dip in 25-35.
Metrics obviously vary by show– the minimum bar for a voting show is votes, for sports is the fantasy experience- more dense experience. You can’t lay second screen programming in the same way though.
What you do for an SNL show is different for a drama.
Offering detailed background stats on SNL might make it worse, but for sports would be better. Look at the market, and the emotion you are trying to drive them. Gripping drama, or there’s breaks, etc. let people fill in around that. Match it with show, there is no ‘one size fits all.’
#dodge #answer. Fox News – whether Romney dodged his taxes. Not live stats but it’s good data for later.