Shazam Launches Image Recognition, Will Be Different To QR Codes

Shazam Launches Image Recognition, Will Be Different To QR Codes
SHARE
THIS



The app that often has users waving their arms around while music is playing, allowing it to recognise and tell you what that catchy tune was, has now released similar technology with images.

Shazam has launched the option to take a photo with your phone, using the Shazam app, and have the user taken to a certain mobile site, experience, or whatever is synced up with the image.

Head of Shazam Australia, Steve Sos, told B&T it was a very natural progression for the brand.

“Increasingly we’re a gateway into content and historically that gateway has been acoustic…but as of the end of this week it will be both acoustic and visual,” he said.

The difference between this offering and the offering that’s been around for a while, the QR code as it’s known, is that these images are watermarked.

“I think there’s always been a little bit of stigma attached to QR codes around the aesthetic appeal and a reluctance to put something that wasn’t particularly great looking onto really nice print-based assets which was the idea behind invisible watermarking as a concept,” said Sos, adding the new functionality, which is similar to where QR were originally, will still support the black and white square boxes.

Jurassic World Shazam-enabled poster 2

Taking advantage of the millions of users the app already has, Sos believes the reputation of the Shazam brand will help the uptake.

“If you look at what we’re doing with visual at the moment, it’s not new technology, but what we bring to a technology that has a lot of potential is scale, because in Australia we’ve got three million monthly active users, but also of knowing the much loved brand,” he said.

“I think that starts to give the solution a lot more potential for clients and advertisers… I think brands and advertisers are looking for scalable solutions that they can run across all different touch points.”

Universal Pictures is one of the launch partners for the new Shazam offering, and its director of marketing, Suzanne Stretton-Brown, said that while the brand has tried using image recognition before such as QR codes, what the brand is really keen about in this offering is it’s “ubiquitous”.

“People are confident using it,” she said. “There’s a strong portion of the market that have it on their phone already. It’s very straightforward, we don’t have to explain what to do, they don’t have to go download an app, it’s not too hard.

“Because we all know if something in the world of marketing is too hard, or too hard to understand, people tend to just move on.”

Having used the Shazam tech for a number of years for various campaigns, Stretton-Brown said the image recognition technology has added even more dimensions to Universal Pictures’ campaigns.

“Ultimately the idea of using that in our campaigns was really about creating a richer engagement for the viewer, for the consumer, for our content and being able to deliver them something at a time that might be convenient,” she said, such as waiting for that damn bus to arrive.

“It just makes sense to have the option there that if they choose to they can take a dive into film and have a richer experience.”

One key selling point for Universal Pictures is that it can now connect with consumers directly, rather than being once-removed where the cinema would be the direct point of contact.

“The idea now that we can connect directly with consumers is pretty exciting for a movie distributor,” she said. “With the explosion of social and technology like this, what that has enabled us to do, is to start a conversation directly with the consumer, which is very exciting.”

Along with Universal Pictures, Southern Cross Austereo has also come on board as a launch partner. SCA is working with Shazam to implement its upcoming marketing activity with this new offering via outdoor and TV.

Please login with linkedin to comment

Advertising Standards Bureau film competition Four’N Twenty judging panel Radio We Are Social

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]