Shazam has teamed up with the MLB to offer an enhanced experience for viewers. This is another example of how marketers are trying to own the "second screen" experience, where people focus their attention on their smartphones or tablets while watching a program. Research shows that TV ad spots result in search spikes from mobile devices, and marketers are betting that they can use the second screen as an activation mechanism for calls to action from the first screen.
http://www.mediapost.com/publications/article/184674/shazam-gets-in-the-post-season-ball-game.html
http://www.mediapost.com/publications/article/184674/shazam-gets-in-the-post-season-ball-game.html
1 comment:
As an avid sports consumer in the 18-45 male demographic that is the coveted target for many products and marketing pitches, I can say from my personal usage that the "second screen" experience while watching live sports has become less of a luxury and more of a necessity in 2012. Go to any bar in NYC on Sunday during football season, and you'll see every male (and most females) checking their phone every 5 minutes, usually to check their fantasy football results. Smartphones, laptops, and tablets also serve as convenient resources for additional game statistics, random bits of information on players, and real-time scores from other games. The "second screen" has become so prevalent that it's now very difficult to watch a game WITHOUT having one handy. If companies like Shazam can master the art of delivering creative, impactful, and profitable content within the "second screen" experience, they can gain market share without the headache of dealing with traditional TV advertising channels and the big-pocketed behemoths that hold sway over this sphere.
Post a Comment