ITV to air Shazam enabled adverts
ITV has announced that it has entered into an exclusive partnership arrangement with Shazam to broadcast Shazam-enabled ads in the UK.
The deal will see ITV Commercial become the exclusive UK distributor for Shazam-enabled ads, allowing the 10m viewers who have Shazam installed on their smartphones to interact with the ad by entering competitions, gleaning additional brand and product info, viewing special content or to download music.
It follows the success of a similar venture in the US where Shazam has been utilised for popular formats such as American Idol and the Super Bowl – where more than half of advertisers opted to Shazam enable their ads.
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.”