Shazam Connects TV and Mobile for Brands

  |  July 6, 2011   |  Comments

Firm sees interest from advertisers with interactive TV offering.

As it continues to build out its ad sales efforts, mobile audio discovery service Shazam says it's seeing repeat buys from major advertisers for its "Shazamable" TV ads product.

Paramount Pictures and Proctor and Gamble are among ten advertisers launching initiatives with the company over the next couple months, over half of which are repeat customers, the firm's executive vice president of advertising sales, Evan Krauss, told ClickZ.

The Shazam for TV product invites users to "tag" TV ads by letting the smartphone application recognize the audio that accompanies them. Once an ad is tagged, users are driven to a custom branded experience, which can feature a range of calls to action such as click to shop, and social actions.

According to Krauss, the company stumbled upon the idea while experimenting with its platform, which was previously monetized primarily with display ads. "We did Shazam for TV initially as a collaboration whim, and then went back to research it more and see why it worked so well," he said, adding "We know people are sitting on their couch with their mobile devices, so that to me is the real second screen experience." Shazam has already run campaigns for brands including Old Navy, Honda, Paramount and American Express, and Krauss said around 75 percent of users that tag TV ads click through to visit the advertisers' landing page. He added that 27 percent of users clicked through to view clothing in the Old Navy online store after tagging that brand's ad, and that one of its advertisers saw more traffic from Shazam than it did when it included a URL in its ad. "The key is the engagement, and what people actually go on to do after tagging the ad," he said.

The Shazam app is currently available for a range of devices, including iPhones, BlackBerrys, and devices running Google's Android OS. It's been downloaded a total of 150 million times to date, and users tag around 4 million pieces of audio a day, the company said.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...