O2 has entered an exclusive sponsorship deal with Shazam which allows it to deliver targeted ads for its Priority Tickets service.

The operator's customers will be served relevant ads for O2 Priority pre-sales based on the music they have tagged through Shazam’s iPhone application.

The ads will be delivered using 4th Screen Advertising’s ad serving platform, Mpression.

To recap, O2 Priority Tickets is a CRM offer that gives the operator's customer base the ability to purchase tickets for gigs at The O2 and O2 Academy venues up to 48 hours before they go on general sale.

O2’s sponsorship of Shazam’s iPhone app means that customers will only see adverts for pre-sales which they might be interested in based on the artists or tracks they have tagged using Shazam.

For example, if a Cheryl Cole pop song is identified and she’s performing at The O2 or one of the O2 Academy venues, the ad will promote the gig. 

These relevant and contextual ads will be delivered using a variety of formats including standard banners and integrated links.