ITV has partnered with audio-recognition app, Shazam, to distribute Shazam functionality in UK broadcast advertising.
Under the terms of the deal ITV will be the exclusive UK sales force offering advertisers the chance to have their 30 second TV spots Shazam-enabled for the first time. Viewers who have Shazam installed on their smartphones will be able to use the app to interact with the enabled adverts to enter competitions, get additional information about a brand or product, view additional content or download free music.
Simon Daglish, Group Commercial Sales Director at ITV said: "Shazam's audio-recognition technology is at the forefront of the second screen movement which is transforming the way consumers interact with content including advertising. This exciting and exclusive partnership means that ITV is able to offer customers a real first for UK media and allow brands to innovate their spot campaigns and connect directly with audiences on a large scale."
Andrew Fisher, CEO at Shazam, said: "We are delighted that ITV will be bringing Shazam-enabled ads to the UK market. This will empower leading brands to connect with our millions of fans who will now be able to experience an extended engagement in one of the most convenient and innovative ways possible."
DTG Staff | 19.04.2012