By Rimma Kats
August 8, 2012
Tagging radio ad with Shazam app links users to a video
Initially, the company started off as a music discovery service, but has since moved up the ladder and expanded to television as well. According to Shazam, Pinks Blow Me One Last Kiss marked the five billionth tag.
It took 10 years since Shazams launch in 2002 to reach its first billion tags, then only 10 months to reach its second billion, said David Jones, executive vice president of marketing at Shazam. Now, in a year, weve gone from two billion to five billion.
One of the reasons why Shazam has been experiencing this kind of amazing growth is, of course, because of the increasing numbers of smartphone users, he said. However, the other key reason is because we offer so many opportunities for people to use the Shazam app to engage with the media that interests them whether its to find out the name of a song that they hear when theyre out and about or a TV program, or whether theyre home watching the Olympics and want to find out more about the athlete or see the medal count.
Our goal is to delight our fans and become an indispensible part of their everyday lives.
Shazam is a media engagement company with more than 225 million people in 200 countries and adding another two million new users each week.
Last year, the company rolled out its Shazam for TV service.
Via the service, Shazam has worked with Pepsi, Procter and Gamble, Sony and Fox to bring its telvesion commercials to life and engage consumers on a deeper level, as well as offer them an incentive to take out their mobile app and interact with the brands.
Currently, Shazam users can use the app while watching the Olympics. Users can browse exclusive content, get up-to-the-minute information on results, video highlights, the medal count and check out the latest tweets from their favorite athletes.
We believe that content drives engagement and this is particularly important as the whole idea of the second screen is still in its early days, Mr. Jones said. We know that, if people have a great experience when they use Shazam with an ad, theyre more likely to do it again.
With that in mind, we work closely with the brand and their agency to create a rich, interactive and engaging experience to promote the product and encourage people to tag more ads and shows, he said.
Unlike digital and mobile advertising, TV ads have never been clickable or interactive until now.
Earlier this year, American Idol gave viewers a way to interact with the show via a new partnership with Shazam (see story).
As a mobile app, obviously all innovations in technology and changes in consumer behavior are important to us, Mr. Jones said. Consumer behavior in the adaption of second-screen technology is faster than anything we have seen in the past.
Rimma Kats is associate editor on Mobile Marketer, New York