The Shazam iPhone app has been downloaded 175 million times.
THOUGHT: Now you’ll be able to simply listen to Super Bowl ads in order to get more information. Or at least your phone will.
I remember Shazam being one of the first novelty apps, with it’s remarkable ability to recognize a song simply by making it to listen to a tune.
Now, Shazam, smartly, is applying that technology to ads in order to extend traditional offline broadcast advertising into the online world.
I could be wrong but I’m a bit skeptical about how well it will work. It seems to me it’s requiring too much effort on behalf of the consumer in order to extend the ad.
Assuming you don’t already have your Shazam app running with your thumb at the ready, you’ll need to recognize an ad is Shazamable, make the decision that you want to Shazam it, get your phone, launch the app, and, if the ad is not yet over, let it listen for 15 seconds in order for it to recognize the ad.
That just seems like you’re asking a lot of the consumer.
I’m not saying it won’t ever work but I think you need to spend a lot of effort educating the market about Shazam and then you’ve got to make it much easier for them to use the app.
FOLLOW FRIDAY: Team Tunheim.
Thank you for William Strauss & Neil Howe.
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