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4. “Innovation has always changed the business landscape. Right now people expect to access information anywhere, anytime and on any device.’ John Chambers, CEO Cisco STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 4

9. Music stirs the senses, the soul and can move people in ways that are unpredictable Music acts as a memory jogger. It’s a phenonomen called ‘playback’. You see or more likely hear a trigger that plays something back in your head This is why departments exist within the major labels to service the marketing community This is why millions are spent finding the right track for any campaign STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 9

10. Because (the) TV (ad) is alive and kicking In the UK we watch 2.7 billion TV ads a day On average 47 ads each Whilst consuming just over 4 hours of viewing 90% is watched live Source: Thinkbox STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 10

11. The human mind has a huge ability to remember images and sound. What about saliency? After the 30 seconds. After the entertainment. After 40 other brand messages. Then what? STRICTLY CONFIDENTIAL © Copyright 2012 Shazam Entertainment Ltd. 11

Editor's Notes

85% of worlds population is covered by a commercial wireless signal. This is more than the electricity grid.This is the Mega Trend of the 21st CenturyMary Meeker Oct 2011
Lets not forget its only been 5 years since the iphone changed everything.5 years since the concept of doing something whilst watching TV became a valid marketing topic. 5 years in the history of media is nothing. The Dual Screen/2nd or 3rd Screen world is a baby in the grand scheme of things. So in reality we are in an era of ‘Connected People Watching TV’
Perfectly summed up by CISCO’s CEO when he said …
In briefShazam is 11 years old. Core proposition is identifying music. We identified 1 billion tracks in our first 10 years.It then took 10 months to track the next billion. And, if you want to know what is coming up in the Top 40 in four weeks time check out the Shazam charts. From this very simple proposition that has caught 200 millions peoples imagination we have been surprised like most of the speed in which we are increasingly being asked to identify any audio…
From entire series of programmes – Being Human and Covert Affairs in the US…
… to TV advertising from the US to Australia to Belgium, Spain and finally here in the UK with our new partnership with ITV. Linking entertainment and marketing for the masses to the individual... And its only 5 years since the foundations for all this dual screening were created.
And really its music that has created the most glue… from choosing, buying and identifying > music is the content that produces the greatest satisfaction as a consumer but the greatest pain as an owner… Some would say the social frontier we see today was born out of music – what I am listening to, who I have seen, am going to see and with whom…
Its why Bacardi became a record label.
This is why its difficult making headway with consumers. This still relatively new and always evolving digital world has created chaos. At it is chaotic.
This world is real – just ask @BruceDaisley ----- check twitter name and ask for tweets around Brtians Got Talent, or the X Factor or any number of TV programmes. I see it playing out by the second, minute and hour: people using Shazam because they want to know what the song is in the EDF ad, or DFS ad or Twinings or…. More than any expert will be able to define what is going on …. consumers are framing it for us daily. Every hour of every day they participate, create or consume media in parallel. What is not is the meteoric shift is personal phone ownership. From the UK where every living person has at least one handset, to Spain a country in a quagmire of economic woe but enjoying the higest penetration of smartphones in Europe (check)
They are empoweredThey are connected They are running mission control
How are we positioned? This once txt only based service finds itself creating the market. As music is intrinsically linked to marketing as we know it’s not such a huge leap for the consumer to move into any audio. And as the market sees new entrants itl be rising tides raise all boats I think the adage is…
I am mindful of not turning this into a sales pitch. I am also mindful that demonstrations are a great way of showing off ones solutions.So firstly an apology if you feel this is salesy – it is not intended to be taken this way. I have taken the short NBC version of what we believe to be a fantastic display of the power of second screen.Its rewarding > Its instantly rewarding and, there is no handbook, we believe this to be critical. With so much choas, noise and competition for the very same 24 hours we have had as a human race since the year dot instant is powerful. Easy. With so much chaos, noise and competition for your consumers making it easy to get involved is critical.
In these 5 short years we have moved into HOW can I add this most personal medium to my marketing mix.It’s not about why or should I. Really the fundamentals are the same as with any medium:You need to educate the consumerDrive inspiration Validate the purchase and post purchase Which will lead to salesThe market is exciting, People are getting excited. This is why Shazam is having fun developing, creating and defining it.

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Editor's Notes