euro news_news 12/07/2013 17:21 Page 2
Engagement Rate metric from Shazam
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edia engagement company Shazam has launched the ‘Shazam Engagement Rate’, a new metric that enables brands to more accurately gauge the effectiveness of television advertising campaigns. Exclusively available to Shazam for TV advertisers, Shazam combines thirdparty industry data on the number of people viewing a particular ad with the number of people who engaged with that same ad through Shazam. Combining the two data points reveals which ads are resonating more or less with viewers – with insights available by show, type of show, channel, day of week, day-part mix and other key television planning dimensions. CEO Rich Riley said the company was now able to help brand marketers measure the impact of their ad campaigns using powerful data-driven insights never before available, making it possible for companies to optimise their ad spend. “At the core of this innovative service, Shazam is unveiling a new television advertis-
ing engagement metric, the Shazam Engagement Rate, showing brands when and where their ad is – or is not – resonating with their target audience, providing an invaluable and exclusive service to our clients.” The Shazam Engagement Rate is defined as Shazam tag volume for each spot that airs divided by the gross rating point (GRP) for each of those airings. Shazam licenses this GRP viewership information from Nielsen, the
global provider of information and insights into what consumers watch and buy, specifically for Shazam for TV performance reporting and generating insights. Shazam takes the industry-standard Nielsen viewership data and uses it to provide perspective and context to Shazam’s consumer engagement data. “By showing brands where they are seeing actual engagement – not just viewers, but people who are leaning in and asking for more information – Shazam is able to provide an entirely new service to advertisers: measurement and accountability on how effectively an ad campaign connects with the target audience,” said Riley. “This is a winwin proposition for consumers and advertisers. Consumers have a one-tap, immediate way to get more information, receive special offers, and even shop on the spot with their mobile device. And, Shazaming a TV ad is also a great way to save it for later, essentially bookmarking it. Advertisers benefit from the direct consumer engagement, and as of today, gain access to insights on the relative performance of their ads airing across television.” A recent study by NPD Group found that one of the top three activities that viewers are interested in when they use a second screen such a smartphone or tablet is to purchase or look up information about a product they saw in an ad.
UK police anti-piracy unit
A new police unit aimed at targeting intellectual property crime in the UK has been established in a co-operation between the Intellectual Property Office and the City of London Police. The unit will be dedicated to tackling online piracy and other forms of intellectual property crime such as counterfeit goods. It will be one of the first units of its kind in the world, ensuring that the UK stays at the forefront of intellectual property enforcement. The Intellectual Property Office will provide £2.5 million in funding over two years to the City of London Police, which is the National Lead Force for fraud, to establish and run the unit. It is expected the unit will be up and running in September 2013. The UK Minister for Intellectual Property, Lord Younger, said that intellectual property crime had long been a problem in the world of physical goods, but with the growing use of the internet, online intellectual property crime was now an increasing threat to the creative industries. “These industries are worth more than £36 billion a year and employ more than 1.5 million people. Government and our law enforcement agencies must do all they can to protect our creative industries and the integrity of consumer goods,” he explained. The Commissioner of the City of London Police, Adrian Leppard, noted that intellectual property crime was costing the UK economy hundreds of millions of pounds each year, with organised crime gangs causing significant damage to industries that produce legitimate, high quality, physical goods and online and digital content in an increasingly competitive climate. The UK’s Federation Against Copyright Theft (FACT) welcomed the initiative. Kieron Sharp, FACT director general, said: “This is a major step forward in tackling serious criminal activity in the UK and internationally that is harming the jobs of those in the creative industries and further investment in the UK as home to one of the worl N( ?2??7B???'F?B7&VF?fR6V7F?'2?vR?&VG?v?&?6??6V?v?F?F?R6?G??b???F????6R?B????f?'v&BF?76?7F??rF?V???F??2?Wr???F?F?fR?( ?&?V?B6WfV??????V????R???F?f?6?B6?FW2?ffW&??r???Vv?6??FV?B??F?RT??v??&????B?2&??V7FVBF?BF?v?F???&FVB?W6?2?f???2?B6?gGv&Rv???66?V?Bf?"??76W2?b&?V?BC?&?????( 2F??2?2W?V7FVBF?&?6RF?C#C&?????'?#R?66?&F??rF?F?R7&VF?fR6??F???( ?2DU$&W?'B?#???b??F???r?2F??R&?WB6??&?v?B??g&??vV?V?B?WF?V'FW"?b???????'2??F?RT?6?V?B&RB&?6?'?#R?F?R??FV?F???F?6WBF?RV??BWv2???V?6VB'?F?RT?'W6??W726V7&WF'??f??6R6&?R???FV6V?&W"#"?UU$??TD?p???