February 17th, 2012
Measurable engagement for your TV spot?
By Digital Media Strategist, Katie Riley
Yes, we are finally on the horizon of measuring engagement of a TV commercial beyond telling users to remember a URL or go to a Facebook page. As you may have seen in certain commercials for Procter & Gamble (you haven’t called us back yet), Honda (we’re still waiting to hear back from you, too) or FreeCreditScore.com (please stop calling us), there’s a logo in the corner for the music-identifying service Shazam. Shazam listens to what you’re watching, then serves up links to coupons, music downloads, etc. The audience is not as niche as you would think for engagement like this. Between now and 2014, it is predicted that over half of mobile phone users will be using smartphones (eMarketer). On top of that, Shazam is the No. 4 most-downloaded free mobile app ever (Apple)—mostly due to bros trying to figure out which Nickelback song is playing at the Parma Ohio Tavern. Like most new, shiny things—as brands start rolling this out, there will be high-engagement levels across the board. As these mobile CTAs get a little more mainstream, it is up to us to make sure there is a clear reason and action we want our consumers to take from our commercial. Then, we need to put ourselves in their shoes to see if it is a REALISTIC action (are you hearing us freecreditscore.com?).