Tag Kylie Minogue, get an ad for Lady Gaga...
Major label Universal Music Group has announced a deal to run expandable banner ads for 28 of its artists within music recognition app Shazam.
The campaign is the result of a deal between UMG, Shazam and mobile agencies 4th Screen Advertising and Fetch Media. UMG has bought 100% of Shazam's banner inventory in the UK until 15 January.
Users tagging music with Shazam will see the banners based on genre - for example, tagging a Kylie Minogue track might bring up a Lady Gaga banner. Although we got an ad for The Drums when we tried.
If users don't tap on the ads, they'll retract to a banner at the top of the screen. The campaign is running for two months, starting yesterday, with UMG having booked up 100% of Shazam's banner inventory for that period.
"Launching with Universal Music is a stellar start for our Listening Screen Takeover initiative and we think it has huge potential for marketers around the world," says Shazam's Evan Krauss.
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Once this campaign is over, Shazam will be touting its 'Listening Screen Takeover' to other brands and labels. Marketers can buy full-day takeovers, targeted by region.
"The ability to serve targeted adverts, based on tagging history and music preferences, is going to generate strong results and to have 100 per cent share of voice over the Christmas period on Shazam is great for the Universal Music artists," says Fetch Media MD James Connelly.
