Shazam makes advertising push

Suite of tools aimed at better monetizing the app's 120 million global users

Audio recognition app Shazam is making an even bigger play for ad dollars with the launch of “Shazam for Brands,” a suite of tools designed to better unite brands with its global audience.

Noting that Shazam occupies “invaluable real estate” on mobile devices around the world, chief revenue officer Greg Glenday said it was “uniquely positioned” to become the default platform for connecting the mobile and real worlds.

Shazam for Brands will create new customized ad units including interactive homepage takeovers, and is built around a suite of tools that utilize the extensive data it collects from its more than 120 million monthly users in 190 countries.

Earlier this month, the company launched an initiative with Coca-Cola called “Share a Coke and a Song” featuring Shazam-enabled bottles bearing the lyrics to popular songs. When consumers scan the lyrics, they are invited to record a lip-sync video and share it on social media using the hashtag #ShareACoke.

The company has also worked with brands including Target and BMW to create Shazamable advertising.

Shazam for Brands will also be the official music partner of the 2016 Cannes Lions, where its advertising and business development teams will spotlight the technology for the approximately 15,000 marketing and advertising professionals in attendance.

Shazam plans to use data to enable advertisers to align with up-and-coming artists, or measure the effectiveness of a brand’s message by analyzing consumer behaviour.

The company is also getting into both the branded content and live event spaces, which will offer sponsorship opportunities.

Its visual scan tool Visual Shazam, which enables consumers to scan real-world items including print ads, packaged goods and displays, will also be rolled into its Shazam Brand Connect platform. The company also plans to use beacons and audio watermarking to make live events Shazamable.




Add a comment

You must be to comment.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update