In another sign that Shazam has the key to unlocking greater engagement and accountability in TV advertising, the company has entered into a partnership with Y&R to offer its tech for use by all of the ad giants TV clients.
Shazam has been working for the last year with Y&R’s branded content and TV production company UP, which came out of its Spark Plug incubator, on campaigns during the Olympics, the MTV VMAs and the Grammys.
“By working directly with the creative teams, original and innovative campaigns with the reach of television can be combined with the power of second-screen interactivity to create unforgettable experiences,” said Rich Riley, CEO of Shazam. “We are breaking new territory here and are collaborating with the right partners.” 
Shazam announced $40m (£26.4m) investment this week from the media company America Movil to help it move into Latin America, develop its TV and audio offerings, as well as launch new ad products.
