• by Wayne Friedman , June 19, 2013

On the heels of other social media apps looking to help out TV brand advertisers with new metrics, music and entertainment discovery app Shazam has started a new service to measure the effectiveness of TV campaigns.

Shazam says it combines third-party industry data for people viewing a particular ad with the people who engaged with that same ad through its service. By combining two data points, it reveals which ads are having an impact -- or not -- with viewers, offering insights available by show, type of show, channel, day of week, and daypart mix, among other factors.

The new service for TV advertisers -- the Shazam Engagement Rate -- factors the volume of tagged commercials divided by the gross rating points (GRP) for each of those airings. Shazam gets GRP information from Nielsen.

In a presentation at the Cannes Lions event, Rich Riley, chief executive officer of Shazam, said: “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.”

Social media giant Twitter recently announced deals with TV networks -- as well as other efforts that would allow TV brand advertisers to better target potential consumers.

For its app, Shazam says it has done over 250 TV connected ad campaigns — including Pepsi, Toyota, Barclays, and Sony Pictures -- to provide consumers with more information and special offers .