Fango, Yahoo!7's catch up TV app, is introducing a Shazam-like audio recognition feature to drive TV audiences to second screen content. CEO Stu Sayers says this kind of interaction could drive a 40% uplift in engagement.
The feature, called Audio sync, is “similar to Shazam” in terms of technology, but works within the Fango app. The first advertiser to trial it is Nissan, with an ad that aired during X-Factor.
Fango recognises the audio within the TV ad and automatically activates second screen content within the app.
Stu Sayers told AdNews the trial is just one of a long line of innovations and functions Fango is testing that take social TV interaction beyond the basics of show integration, voting and polls to make the content more engaging and drive a better experience for both audiences and advertisers.
Yahoo!7 claims that engagement in TV content increases by 9% just by using a second screen, and Sayers says it's reasonable to presume getting someone to actually interact with the screen in their hand, engagement would be significantly higher.
“The uplift compared to just having an ad is material … we know we can drive 9% [increase in engagement] purely by looking at a second screen then going back to the TV so if we can get [viewers] to engage in that ad, or content, while also seeing it on the [TV] screen, 20 – 40% is absolutely achievable.”
Shazam is also set to introduce what it calls auto-tagging on iPads that will allow devices to automatically recognise the audio from Shazam enabled ads.
Fango is still in the early stages of learning what kind of content works best for different brands to drive engagement, whether it is visual views of cars, or the ability to sign up for a test drive for automotive brands, for example.
Sayers said: “Nissan did a great job of presenting a way of interacting with the brand. The more we do this the better we'll get at learning [what works] but right now there's a lot to be said for being first. That will have a kick of its own, then longer term it will be about working with the advertisers to ... get learnings in that regard.”
Yahoo!7 will make Audio sync available to advertisers early next year.
Fango has been downloaded 900,000 times, but Yahoo!7 claims it doesn't track the number of monthly active users, so it's difficult to gauge user numbers.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.