Shazam Makes Print, TV Ads ‘Shoppable’3 Jun, 2015 By: Doug McPherson
NEW YORK – App producer Shazam has just introduced a new visual recognition tool that lets consumers snap a photo of print media, packaged goods or posters with their smartphones and shop the products immediately.
Shazam announced a partnership with retail giant Target to make print and TV ads “shoppable” through phones. Consumers will be able to engage with additional content and shop featured products by linking to Target.com.
Rich Riley, CEO at Shazam, says visual recognition offers brands “a near-frictionless way to engage customers on their mobile devices, with a single tap of a button.”
The first Shazam ad, for Disney’s “Tomorrowland” movie, was introduced on May 22, and additional campaigns will begin rolling out in June.
Shazam says because Target is a heavy print and TV advertiser, the strategy has the potential to be an important new commerce channel. Peter Szabo, a senior vice president at Shazam, says, ”For commerce, driving a purchase is the most important thing. It’s one tap shopping from any printed material.”
Macy’s is offering customers the ability to take a photo of a product and automatically receive suggestions for the same or similar item in the brand’s inventory within the app.
A slew of publishers are also on the roster, including Time Inc., the Wall Street Journal and HarperCollins Publishers, which will offer several Shazamable titles, including Harper Lee’s forthcoming “Go Set a Watchman” and Chris Kyle’s “American Sniper.”
Several international brands, such as Guerlain and Evian, also are set to offer consumers the same shoppable ability from packaging and billboard advertisements abroad.
Shazam says it’s likely to surpass 100 monthly million active users with this new tool.