The Second Screen: Extending Engagement and Leveraging Innovation with a TV to Mobile Experience

STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.

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“There are known knowns; there are things we know that we know.

There are known unknowns; that is to say there are things that, we now know we don't know.

But there are also unknown unknowns – there are things we do not know we don't know”

United States Secretary of Defense, Donald Rumsfeld, 2002

STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.

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Assumptions

Research

Excitement

Facts

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Nothing offers the reach & impact

of TV

SMARTPHONES & TABLETS IN THE HANDS OF CONSUMERSOF VIEWERS USE THEM WHILE WATCHING TV

Source: Neilsen, CTIA & eMarketer Stats, July 2012

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Why is mobile the platform for driving this engagement?

Mobile is already at

scale

TV often drives multi-

screening behaviour

Multi-screening keeps us in the

room

Inherentlyportable

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Who are the most active multi-screeners?

Innovators Intimates

Source: Thinkbox, Screen Life: the view from the sofa. 2012

STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.

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The drive to live is getting stronger

More triggers than ever to live viewing

Virtual shared moments (the virtual sofa)

Two tiers of interaction:

- Within social circle

- Beyond social realms

Principle of ‘loss avoidance’

Source: Thinkbox, Screen Life: the view from the sofa. 2012

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Multi-screening keeps us in the room

A benefit we never predicted

Perceived as ‘time well spent’ – reduces compromise

Growing sense of togetherness

Source: Thinkbox, Screen Life: the view from the sofa. 2012

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Shazam offers scale amongst smartphone users

225M, 2M = Shazam internal data Top 10 downloaded app is = Apple iTunes

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BILLION TAGS

BILLION TAGS

55 • 10 YEARS FOR THE 1ST BILLION

• 10 MONTHS FOR THE 2ND BILLION

• 1 MONTH FOR THE NEXT

People of all ages are using Shazam

18-24 25-34 35-44 45-54 55-64 65

27% 19% 11%19% 10% 1%

*percentages reflect current Shazam usersSource: Nielsen/Flurry 2012

13%

<18

Of Shazam users use the App with a

TV show or TV Ad 85%

Source: internal analysis of current Shazam users

75% do so at least Monthly

Source: internal analysis of current Shazam users

Shazam TV weekly54%

Source: internal analysis of current Shazam users

How does Shazam for TVwork?

Being Human

In a few seconds, viewers are brought to a customized and highly engaging experience

Shazam enables its 250 Million users to interact with TV in one click, Today!

Content can link to the mobile web or an integrated rich media experience

Immediate engagement with TV

STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.

Internet ExplorerToo Close - Alex Clare

1+ million Shazams

BingHo Hey - The Lumineers

91,000 Shazams

HPPromises - Nero

100,000 Shazams

Why not greet them with more than album art?

A behaviour that already exists

Internet ExplorerToo Close - Alex Clare

1+ million Shazams

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Previous music tag result

Branded Shazamfor TV result

Updated Shazam Result

Title now placed under media unit

Title now placed under media unit

Commenting enabled Commenting enabled

Easy share option to Facebook & Twitter

Easy share option to Facebook & Twitter

Greet them with more than album art, encourage engagement!

Ads: More than 1/3 of Super Bowl ads were Shazam-enabled

Game Result: up-to-the-minute stats, game polls and rating the ads

Halftime Show: the set list, music, Madonna App and free LMFAO remix

Live TV Event: Super Bowl 2012

Custom experience

Opening Ceremonies DaytimePrimetimeClosing Ceremonies

Includes sponsor AT&T. Drives into Olympics apps, promotes autumnshows and social activation with the Olympics

The Shazam experience for the Olympics on NBC

Examples of Key Features

The Olympics on NBC: Millions of Interactions

Red Bull

But does it

work?

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Partnered with 10 US networksand ITV in the UK

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Worked with scores of shows across 100’s of episodes

Pa

ge

Vie

ws

TV Show with a Shazam Call to Action Comparison show 1 Comparison show 2

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Being Human Caprica Haven

• Shazam engagement• 500% (to 1800%) increase in show’s website content

Shazam integration drives engagement and ratings

Engaging with show content increases likelihood of watching the next episode

Since content fuels conversations…

Delivering additional content (sometimes exclusive) gives viewers more to talk about:

“Offline” around the office and dinner table Now increasingly “online” via social media

Shazam integration drives engagement and ratings

STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.

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Multi-Screening is a great advertising opportunity

Respondents like/use apps – used to instant response

Apps for programmes, less so for ads

Rewards for instant action

Logical extension of behaviour

Broadcasters perfectly place to utilise relationship

Source: Thinkbox, Screen Life: the view from the sofa. 2012

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Example TV Series:Shazam Tags vs. Tweets vs. Likes

More people used Shazam for this

TV series than tweets and likes

combined

Unlike social media, the show

producers curate a positive,

engaging experience

With a 5-second on-screen

message, Shazam engagement

can match social media activity

Can this

workfor

advertisingtoo?

130+ campaigns & 130+ campaigns &

counting…counting…130+ campaigns & 130+ campaigns &

counting…counting…

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Second Screen Can…extend the journeyprovide more info.enable purchase

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Men in Black 3

Men in Black 3 – Shazam Experience

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Microsoft - IE9

Microsoft IE9 – Shazam Experience

your commercial isover?

what happens

when

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empowerconsumers toengage beyond a 30-second spot…