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Augment reality continues to explode in popularity across the mobile world, particularly in the realms of advertising and branding.

Leading the charge on this emerging trend is Shazam, one of the world’s most popular apps.

This week, the company announced the launch of a “massively scaled augmented reality (AR) platform for its brand partners, artists and hundreds of millions of global users.”

We’ve learned that Beam Suntory, Inc., the world’s third largest premium spirits company, has signed on as one of several launch partners.

Since launching visual-recognition functionality in 2015, Shazam has partnered with brands and artists to seamlessly connect its users to innovative custom content. AR marks the next huge step forward in this visual capability and offering. AR has become a cornerstone to engage users in immersive experiences and allow brands to reach audiences through a compelling, interactive new medium.

MAW can confirm that Shazam’s new platform can bring any marketing materials to life—products, packaging, POS, advertising, events and more—just by utilizing the app to scan unique “Shazam Codes.”

“The codes are capable of delivering AR experiences including 3D animations, product visualizations, mini-games and 360-degree videos,” reads the official press release touting the effort.

“We knew we were on to something big when we released visual image recognition in 2015,” said Shazam CEO Rich Riley. “With the rapid rise of augmented reality, it is a natural evolution for Shazam to be a first-mover in delivering AR at scale.”

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