ITV to offer Shazam-enabled ads

ITV has signed an exclusive deal with interactive media company Shazam that will see the commercial broadcaster become the exclusive UK distributor for Shazam functionality in UK broadcast advertising.

Shazam is best known for its technology that enables people to use their mobile phones to identify the music they are listening to. The company has also developed a Shazam for TV app that works by getting users to hold their mobile phones up to the TV screen when a relevant TV show or advert is being broadcast in order receive more information about it.

Under the terms of the deal, ITV Commercial will offer advertisers the chance to have their TV spots Shazam-enabled. More than 10 million people in the UK currently have the Shazam app that they can use to interact with the enabled adverts to enter competitions, get additional information about a brand or product, view additional special content or download free music.

Speaking at the IP&TV World Forum in February, Shazam’s CEO said the service could help broadcasters take advantage of the second screen by encouraging deeper engagement with their shows and their advertisers.

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.”