Shazam to launch interactive cinema ads

Shazam is to offer marketers the chance to serve branded content to moviegoers after striking a deal with Screenvision to extend its TV advertising platform to cinemas.

Advertisers will be able to target cinemagoers with branded content through Shazam’s advertising platform.

The advertising platform will be rolled out across Screenvision’s cinema screens in the US with customers able to receive special offers, enter competitions and access product information when they use the Shazam app.

Moviegoers will receive reminders between trailers to use the app. The company claims trials of the service have yielded “unrivalled results” including 56 per cent ad recall and 10:1 ad likeability compared to ads on TV.

David Jones, Shazam’s EVP of marketing says the deal offers brands the “ultimate platform” to extend their cinema advertising into “more than three minutes of engagement”.

He adds: “Our partnership with Screenvision will give movie fans across the country a truly connected cinema experience, enabling them to engage with the ads about the products and services that interest them – at that moment of inspiration – turning interest into action with just one tap on their mobile phone.

“This not only gives them a greater opportunity to connect with the brands and products they love, but the ability  to take that message home and share it with their friends, right from the comfort of their theatre seat.”

The tie-up is the latest phase of the company’s push to boost revenues from the free app’s advertising offering. Last year, it expanded its music-recognition service by allowing marketers to build campaigns around TV shows last year.

Shazam is looking to take a share of the growing social viewing market as brands invest more in creating second-screen viewing experiences. The company’s foray into the TV space sees it go head-to-head with UK business Zeebox, which is developing its advertising proposition around viewers making purchases directly from TV adverts.