Shazam offers TV industry ‘immersive’ ad tool
Shazam has created a new digital advertising tool for the TV industry designed to let broadcasters control messaging, content experiences and brand engagement when viewers use the app to Shazam TV content.
The tool, called Resonate, will also let advertisers control revenue through distributed and dynamic second-screen experiences, and launches with eight TV partners including AMC, A+E, dick clark productions and Fuse.
“Advertisers are demanding new solutions that reach beyond the viewing experience and into the hearts and minds of the television audience,” said Jonathan Verk, EVP of strategic partnerships and head of television at Shazam.
“Shazam Resonate helps advertisers leverage those audiences in a way that’s immersive, additive and supportive to increasing tune-in and driving new revenue.”
The tool works when brands, producers or networks partner with Shazam Resonate for specific programming or events, which are then turned into creative media to drive brand intent and awareness and network tune-in.
An example is that of dick clark productions who worked with Shazam on the first Resonate initiative at the 2014 Billboard Music Awards to drive real time fan voting for the Billboard Milestone Award.
A recent study by Neilson, commissioned by Shazam, found that brands such as Absolut, Gillette and Jaguar who advertised on the music app reported a 6 per cent higher ad recall.