O2 delivers dynamic Priority ads through Shazam iPhone app

O2 today announces an exclusive sponsorship deal with Shazam which will allow it to deliver highly targeted ads for its Priority Tickets service to Shazam users. Customers will be served relevant ads for O2 Priority pre-sales based on the music they have tagged through Shazam’s iPhone application. The dynamic ads will be delivered using 4th Screen Advertising’s ad serving platform, Mpression.

O2 Priority Tickets is a unique offer for O2 customers which gives them 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. Shazam’s iPhone app is free to download via the App Store.

Shadi Halliwell, Head of UK Brand Communications at O2 said, ‘We’re always looking at innovative ways in which we can engage customers with Priority Tickets and make sure they hear about pre-sales for their favourite bands. Shazam is one of the most popular apps on the iPhone and a perfect way of reaching potential customers.’

Mark Slade, MD, 4th Screen Advertising said, ‘This is the most integrated and engaging campaign 4th Screen has run as an agency in our four years of trading and it’s great to see forward thinking brands, like O2 and Shazam, leveraging our new rich media formats.  We will be launching a number of innovative new formats in 2010, plus we’ll be looking to replicate this model in other markets.’

Jonathan Symons, EVP of Business Development, Shazam said, ‘We are delighted to be working with 4th Screen to leverage the potential of Shazam in helping pioneering brands like O2 connect with our users in a relevant and engaging way.  There is a perfect fit between Shazam’s consumer base of music fans and the objectives of the O2 Priority campaign.  The use of rich media and highly targeted campaign messages results in an engaging and rewarding experience for Shazam users. This is a first for us and we will be taking this model and new ad formats to other markets.’

 Shazam’s success as the defacto global music discovery service was a natural choice for O2 Priority when looking to engage with a music-loving audience. Shazam has achieved global success with over 50 million users to date, and is the leading music discovery App. This fully integrated service allows the user to purchase the song they have tagged, on itunes, and the integrated ad campaign fully supports this slick music journey experience.

4th Screen Advertising, the UK’s leading independent premium mobile ad-network secured a European wide mobile advertising deal with Shazam, the world’s leading mobile music discovery provider, with over 50 million users, in October 2009.

4th Screen Advertising is part of Mobile Interactive Group, a global integrated mobile and digital communications business ‘ www.migcan.com