Deck as presented at MM Live conference October 2012

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

2. “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”
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 2
United States Secretary of Defense, Donald Rumsfeld, 2002

3. Assumptions
Research
Excitement
Facts
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 3

4. 4

5. Nothing offers the
reach & impact
of TV
5

6. SMARTPHONES & TABLETS IN
THE VIEWERS USE THEM WHILE
OF HANDS OF CONSUMERS
WATCHING TV
Source: Neilsen, CTIA & eMarketer Stats, July 2012

7. Why is mobile the platform for driving
this engagement?
Mobile is TV often drives Multi-screening
Inherently
already at multi-screening keeps us in the
portable
scale behaviour room
7

8. Who are the most active multi-
screeners?
Innovators Intimates
8
Source: Thinkbox, Screen Life: the view from the sofa. 2012

9. 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’
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 9
Source: Thinkbox, Screen Life: the view from the sofa. 2012

10. Multi-screening keeps us in the room
A benefit we never predicted
Perceived as ‘time well spent’ – reduces
compromise
Growing sense of togetherness
10
Source: Thinkbox, Screen Life: the view from the sofa. 2012

11. 11

12. Shazam offers scale amongst
smartphone users
225M, 2M = Shazam internal data
Top 10 downloaded app is = Apple iTunes

13. 5 • 10 YEARS FOR THE 1 ST
BILLION
BILLION
BILLION • 10 MONTHS FOR THE
TAGS 2 ND BILLION
TAGS
• 1 MONTH FOR THE
NEXT
13

14. People of all ages
are using Shazam
13% 19% 27% 19% 11% 10% 1%
<18 18-24 25-34 35-44 45-54 55-64 65
*percentages reflect current Shazam users
Source: Nielsen/Flurry 2012

15. 85%
Shazam users
Of
use the App with a
TV show or TV Ad
Source: internal analysis of current Shazam users

16. 75% do so at least Monthly
Source: internal analysis of current Shazam users

17. 54% Shazam TV
weekly
Source: internal analysis of current Shazam users

18. How does
Shazam for TV
work?

19. Being Human

20. Immediate engagement with TV
Shazam enables In a few seconds, viewers are Content can link to
its 250 Million brought to a customized and the mobile web or an
users to interact highly engaging experience integrated rich media
with TV in one experience
click, Today!

21. A behaviour that already exists
Internet Explorer HP Bing
Too Close - Alex Clare Promises - Nero Ho Hey - The Lumineers
1+ million Shazams 100,000 Shazams 91,000 Shazams
Why not greet them with more than album art?
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd.

22. Internet Explorer
Too Close - Alex Clare
1+ million Shazams

24. Updated Shazam Result
Greet them with more than album art, encourage engagement!
Previous music Branded Shazam
tag result for TV result
Title now placed
Title now placed
under media unit
under media unit
Commenting enabled
Commenting enabled
Easy share option to
Easy share option to
Facebook && Twitter
Facebook Twitter
24

25. Live TV Event: Super Bowl 2012
Game Result: up-to Halftime Show: the
Ads: More than 1/3 of set list, music,
-the-minute stats, Super Bowl ads were
game polls and Madonna App and
Shazam-enabled free LMFAO remix
rating the ads

26. The Shazam experience for the
Olympics on NBC
Custom experience
Opening Ceremonies
Daytime
Primetime
Closing Ceremonies
Includes sponsor AT&T. Drives into
Olympics apps, promotes autumn
shows and social activation with the
Olympics

27. Examples of Key Features

28. The Olympics on NBC: Millions
of Interactions

29. Red Bull

30. But does it
work?

31. Partnered with 10 US networks
and ITV in the UK
31

32. Worked with scores of shows
across 100’s of episodes
32

33. Shazam integration drives
engagement and ratings
• Shazam engagement
• 500% (to 1800%) increase in show’s website content
35,000
30,000
25,000
Page Views
20,000
15,000
10,000
5,000
0
k4
k9
k1
k2
k3
k5
k6
k7
k8
0
1
2
3
4
k1
k1
k1
k1
k1
ee
ee
ee
ee
ee
ee
ee
ee
ee
ee
ee
ee
ee
ee
W
W
W
W
W
W
W
W
W
W
W
W
W
W
Being Human Caprica Haven
TV Show with a Shazam Call to Action Comparison show 1 Comparison show 2

34. 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

35. 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
STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 35
Source: Thinkbox, Screen Life: the view from the sofa. 2012

36. 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
36

37. Can this
work
for advertising
too?

38. 130+ campaigns &
counting…

39. Second Screen Can…
provide more info.
extend the journey
enable purchase
39

40. Men in Black 3
40

41. Men in Black 3 – Shazam
Experience

42. Microsoft - IE9
42

43. Microsoft IE9 – Shazam
Experience

44. what happens
when
your commercial is
over?
44

45. empower
consumers to
engage
beyond a 30-
second spot…