Big Shazam plans

Big Shazam plans
SHARE
THIS



Cashing in on the advertising powerhouse that is mobile and TV working in combination is the priority for Shazam, the company’s vice president of advertising has told B&T.

Visiting Australia from the UK to speak at Ad:Tech in Sydney this week, Miles Lewis told B&T: “Huge budgets still goes on TV advertising – Shazam is a way to make that advertising more engaging. And it’s the app that consumers already use.

“The market is busy, all the dual screen apps are competing. But most consumers do not have the time or the inclination to have thousands of apps on their phone. The beauty of Shazam is it’s the app that’s already used for music – and it’s so simple.”

Shazam for TV was launched in 2011 to better engage consumers with television advertising. Shazam-enabled ads allow the consumer to hit the Shazam button during the ad to gain access to related content on their smartphone.

Lewis said: “An awful lot of ads have music in them, so people are using Shazam to find out what the music is in the ad. But people can also use Shazam to find out more about the brand. By hitting the Shazam button during the ad, the user is taken to a page of content – whatever the brand wants them to see.”

To boost this in Australia, the company opened an office here in January, so they can speak to agencies and marketers to educate the local market.

Twenty Australian ads have so far been Shazam-enabled, starting with a Diageo spot in 2011. Shazam has since worked with clients including Blackmores, AMEX, WeightWatchers and Paramount Pictures, whose TV ads have been Shazam-enabled.

In the States, TV programs are also Shazam-enabled. Being Human was the first TV series to work with the app, allowing the consumer to discover content around the show on their smartphone.

“We now Shazam-enable 95% of US TV programming, but nothing elsewhere,” said Lewis. “The plan is very much to bring that Shazam-enabled programming to other countries. It’s a huge infrastructure plan and there is room for massive growth.”

Steven Sos, regional sales director for Shazam in Australia, said: “The opportunity certainly exists. We’ve done some work with subscription TV channels for non-live content, so we see that as potentially happening soon.”

Shazam is also working behind the scenes to develop ways it can work with radio and with live music.

Sos said: “One of the challenges is how to let the consumer know that a radio piece is Shazam-enabled.”

Lewis added: “Being able to Shazam live music, that’s the holy grail. Lots of research is going on into that, but it’s a big technological challenge, as each piece of music has its own fingerprint. In live music, riffs are slightly longer or shorter, and the pitch might be slightly different, so it doesn’t quite match the fingerprint.”

The stats:

  • Shazam is 12 years old
  • Globally, it has been downloaded 300 million times
  • There are 7 million Shazam users in Australia
  • Shazam receives 10 million tags a day (a tag being every time someone hits the ‘Shazam’ button)
  • In Australia, there are 11 million Shazam tags a month, or 360,000 a day
  • Internationally, Shazam has doubled in size since February 2012 

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.