Speaking to Marketing Week at Mobile World Congress in Barcelona Shazam vice president of marketing David Jones said the company’s “Shazam for TV” format, which allows users to use the app while watching a TV ad to access additional content, has proven popular among brands.
He added he envisages a point in the near future that every TV ad will be “Shazamable” as its user base expands. Shazam claims 54 per cent of its 300 million users have Shazamed TV.
Advertisers encourage users to Shazam TV ads with an on-screen call to action, but Shazam has also been running its own campaigns to promote usage such as push notifications and via email.
Shazam has worked with about 140 brands on more than 200 Shazam for TV campaigns, with many of those advertisers – Unilever and P&G, for example – renewing contracts. It is also rapidly expanding its global footprint and is set to launch an office in Australia with VP-level staff.
The company used its presence at Mobile World Congress to launch new versions of its iPad and Android tablet apps. They includes new features such as an interactive map allowing users to see what content is most popular in different towns and cities.
The new apps also open up new advertising formats such as hero sponsorships, display banners and placements in between tabs as the user swipes through.