Shazam launches new mobile ads offering

Shazam, the mobile discovery provider, has announced the launch of the Shazam Audio Recognition Advertising (SARA) program, which allows brands and broadcasters to extend the reach and depth of their campaigns to mobile.

Shazam

The program aims to provide deeper consumer engagement using a mobile device. The SARA program lets brand advertisers directly reach, influence and interact with target audiences using the company’s immensely popular music recognition technology to tag a commercial.

Advertisers can create campaigns that incentivise viewers to engage with the promotion and ’Shazam’ the spot, meaning viewers access the Shazam service on their respective mobile devices, point the device in the direction of the commercial and hit the “Shazam ” button. Shazam’s audio technology recognizes the specific advert and returns a customised result.

Broadcasters can also use SARA for special promotions and hidden content – such as exclusive video’s and interviews – by providing a click-through to a branded mobile web experience where viewers can interact directly with branded content. The tagged item remains in the viewers tag list so they can revisit it and share it with friends.

The advertising is 100% ’opt-in’ and is wholly controlled by consumers who can choose to interact with only those adverts or programmes that are relevant and of value to them.

The SARA program also provides brands with a unique opportunity to assess the effectiveness of a campaign. By capturing the details of user click-throughs brands will be able to tailor future campaigns around content that is highly targeted and relevant to consumers.

Andrew Fisher, CEO of Shazam, explains: “With the launch of the SARA program, we are enabling brands and broadcasters to achieve consumer engagement beyond traditional television whereby the promotion can be captured on a mobile with exclusive content and offers.”

“For consumers this means the promotion can reside on their mobile and live on, such as ’two for one’ pizza offers promoted via television and radio advertising, or unique media packages from a broadcaster that consumers can watch while on the move. Most importantly more than 50 million Shazamers have this capability already and we are expanding the value of what we bring to this community beyond music”.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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