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.