Mobile discovery provider Shazam has launched an in-app advertising campaign service called the ‘Shazam Listening Screen Takeover’. It allows advertisers and marketing partners to own the Shazam listening screen while a song is being identified by Shazam users on iPhones and iPod touches.   
Universal Music is the first label in the UK to take advantage of the solution in a campaign running until 15 January 2011. The campaign promotes a roster of 28 artists – from Lady Gaga to the Black Eyed Peas – on Shazam using the Listening Screen Takeover. Universal Music is complementing the creative move with a 100 per cent buyout of Shazam’s banner inventory in the UK over the campaign period. 

The deal was brokered on Shazam’s behalf by Fetch Media and premium mobile sales agency, 4th Screen Advertising, with Fetch Media also working on behalf of Universal Music to create 28 different expandable banners, representing each artist in the campaign. 

Shazamers will tag a chosen song, and instead of the distinctive blue Shazam listening screen that appears as the song is being identified, iPhone and iPod touch users who have downloaded the free, ad-supported version of Shazam, will instead see a high-impact ad across three quarters of the screen, as the track they have tagged is being identified. Once the track is identified and the Tag result is displayed on the next screen, the ad becomes an expandable, interactive banner.

The Shazam user can tap on the banner to find out more information, or can simply allow the ad to retract to the top of the screen. Shazamers can tap to buy the single or album on iTunes, watch the video, view lyrics or share their discovery through their social networks as normal.

The Listening Screen Takeover does not elongate the tagging process nor disrupt the Shazam experience. Brands can buy exclusive full-day sponsorships of the Listening Screen Takeover, so their campaigns are seen across the whole of Shazam’s ad-supported iPhone and iPod touch network. Campaigns and promotions can also be tailored and delivered to specific advertising regions.

“Big brands and media companies are increasingly realising that mobile advertising has moved well beyond blind network strategies that score well on volume, but by no means harness the true potential of the mobile channel,” says Tim Scoffham, commercial group head at 4th Screen Advertising. “Shazam’s ability to deliver this new, rich media format via a highly targeted bespoke campaign is going to deliver great value to Universal Music.”