Why Shazam is helping advertisers hit the right tune with consumers

CEO of the highly popular smartphone app talks about the rise in music's role in advertising, its hook-up with TV and why recording companies are relying on its customer insights

Music is one of the most engaging forms of entertainment available today, so it is little wonder advertisers are increasingly turning to it as a means of holding consumers’ attention.

That has proven to be good news for Shazam, the maker of a smartphone application that enables users to identify the music they are listening to in any environment. Shazam has become the 10th most popular app, having been used by more than 400 million people globally and 8 million in Australia, with 5 million active users.

“Music is one of those things that can really get the consumer to take notice and engage with what’s on TV,” says Rich Riley, Shazam’s chief executive officer. “And music can cut through and cause someone to take notice of the message you are trying to deliver.”

As a result, Riley says Shazam has proven effective in extending the duration of communication an advertiser can achieve through a television commercial, while enabling them to deliver additional content.

Australian online advertising spend exceeds $1bn a quarter
Smart TV ads more effective for advertisers
Coles CMO emphasises marketing's brave advertising agenda

Shazam is integrated into television commercials through the placement of a small logo at the bottom on the screen, alerting Shazam users that additional content is available. Upon clicking the application on their smartphone or tablet they are then taken to content specific to that campaign.

Riley says use of the Shazam button as an interaction tools is easier for a consumer than scanning a QR code or typing in a URL, and does not rely on proximity to the visual element. It also takes advantage of a behaviour that already sees the Shazam button itself being pushed more than 15 million times each day.

While most campaigns have involved television commercials, Riley says Shazam is also investigating partnering with retailers to use ambient music in store environments.

Over time, Shazam is learning a lot about what music works better in different situations, Riley says. The business has also become a source of critical information for recording companies regarding which artists are trending and at what times and with what audiences.

“We are very close with the record labels and the artists, because we do sell so much music for them, and we are constantly talking to them about their own promotional efforts,” Riley says. “And in many cases, particularly for up-and-coming artists, they are interested in ways to get involved with advertisers and also with TV programs.”

Future plans include an always-on capability for Shazam, called Auto-Shazaming, which would enable users to monitor several hours’ worth of listening. The company has also retooled its Shazam for TV offering to return a HTML 5 result, meaning brands can leverage existing creative assets on mobile devices.

Another planned innovation is using time-stamping to enabling the specific tailoring of content to relate to a particular moment within the timeline of television a program, regardless of whether it has been time-shifted.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Should your disclaimer become your headline?

To avoid misleading customers, or simply through fear of legal backlash, advertising has evolved to hide the potential shortcomings of an offer in its disclaimer.

Sam Tatam

Head of behavioural science, OgilvyChange Australia

The evolving role of the CMO

They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.

Tim Tez

Chief product and marketing officer, MetLife

Transform your marketing analytics to outperform your competition

As digital and offline brand experiences diversify, more customer data is becoming available to marketers. At the same time, the number of tools available to analyse this data is increasing rapidly. Leading marketers are taking advantages of these shifts and transforming their marketing analytics practices to outperform their competitors.

Working with Kim was an absolute career highlight for me. She is creative, strategic, innovative and a forward thinker. She is a true l...

Anonymous

Helloworld scraps CMO role

Read more

It's the biggest disappointment for me because i mostly use whatsapp and separate it from my facebook account. I use high level encryptio...

amiron carro

Facebook will use Whatsapp users' personal data to target ads

Read more

I have consistently the worst customer experiences from AUSPOST. I regularly send packages and letters via registered post service, and t...

Winnifred Antoinette Mok

Aus Post's customer chief: CX is about convenience, control and choice

Read more

Such a great new you've shared with us I really agree with the records you shared as this is true that this report may able to quantify t...

Lucy Eva

Report: Mobile app time dominates Australian smartphone usage

Read more

It is heartening to see that the South Pole Group use a Balanced Scorecard to monitor progress. In such a complex area where communicatio...

Clive Keyte

How South Pole Group is tapping media intelligence for customer conversion

Read more

Latest Podcast

More podcasts

Sign in