Resonate, which is being rolled out in the US first ahead of a wider launch, offers greater scope for the types of promotions viewers can be served with, covering improved control of messages and content experiences as well enhanced guidelines for dynamic engagement during shows.
Partners use the tool for specific programming or events, which are then promoted across the broadcaster to lift audience numbers. For example, Shazam worked with Chevrolet and TV producers Dick Clark Productions to drive targeted, real-time fan voting for the Billboard Music Awards.
The launch comes as Shazam focuses on growing it services that has already seen it partner with cinema advertising companies. It is hoped the company can exploit growing advertiser interest in the medium. Domino’s and Cadbury owner Mondelez are both pushing further into the space, spotting an opportunity to drive engagement and ultimately impulse sales around popular TV shows.
According to a Nielsen study commissioned by Shazam, ads using the service saw significant uplifts in key metrics versus normal ads from the same brand. Ad recall was six per cent higher for Shazam ads for Absolut, Gillette and Jaguar, while those ads also generated higher brand and message recall as well as likeability.