{"id":11384,"date":"2013-09-16T00:10:08","date_gmt":"2013-09-16T00:10:08","guid":{"rendered":"http:\/\/atifunaldi.com\/2013\/09\/16\/second-screen-should-stay-simple-says-shazam\/"},"modified":"2013-09-16T00:10:08","modified_gmt":"2013-09-16T00:10:08","slug":"second-screen-should-stay-simple-says-shazam","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2013\/09\/16\/second-screen-should-stay-simple-says-shazam\/","title":{"rendered":"Second screen should stay simple, says Shazam"},"content":{"rendered":"<p><strong>Shazam is trying to create a second screen experience that is simple, relevant and flexible, according to Daniel Danker, chief product officer. Speaking at the IBC conference, Danker also said that examples of Shazam being used to create additional content experiences around shows, rather than adverts, would begin to ramp up over the coming months.<\/strong><\/p>\n<p>People want simple answers to simple questions such as \u2018who is that actor?\u2019, \u2018where do I buy that?\u2019 and \u2018how do I get one of those?\u2019 with as little effort as possible before they can get back to watching TV, said Danker.<\/p>\n<p>People emphatically do not want to install new apps while they are watching shows and do not want to access specific websites related to specific shows, said Danker. \u201cI\u2019m also not sure they want to scroll through lists and pages of content related to a show,\u201d he said. \u201cIn the past, lists and likes and apps have played a role\u2026but they\u2019re not what I want to engage with when I\u2019m watching a show.\u201d<\/p>\n<p>Danker said it was more difficult to build calls to action with broadcasters than with advertisers, whose requirements are relatively simple, said Danker. However, he said that broadcasters and content creators were increasingly using Shazam to build second screen functionality rather than creating their own dedicated apps of different platforms. Danker said that many more examples of Shazam being used to create second screen experiences around shows would emerge in the near future.<\/p>\n<p>Returning to Shazam\u2019s core business of building second screen engagement for advertisers, Danker said simplicity is key. He said that broadcasters face the difficulty of engaging viewers with ads. There is only one button on the Shazam app, he said, which enables the technology to identify which ad a viewer is watching and which part of the ad he or she is watching when they press the button.<\/p>\n<p>Danker said Shazam had teamed up with broadcasters and advertisers that want to create their own content around shows and ads, meaning that the content accessed via Shazam is relevant, he said. \u201cThis is very rich content \u2013 it\u2019s not just text with pictures,\u201d he said.<\/p>\n<p>Danker said that putting home pages up on screen during adverts was of little relevance and use, while the Shazam app can direct viewers to content that is directly related to the ad.<\/p>\n<p>Shazam could also be used flexibly to access different versions of content on screen, said Danker, citing the example of Red Bull Media House using the app to bring multi-point of view footage of a snowboarding competition to different screens. \u201cWe need to give content owners the flexibility to own the experience,\u201d he said.<\/p>\n<p>Danker said Shazam currently has 350 million users and generates US$300 million (EUR225 million) a year in digital goods sales. It is used by 70 million active users on a monthly basis and has currently generated nine billion tags.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shazam is trying to create a second screen experience that is simple, relevant and flexible, according to Daniel Danker, chief product officer. 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