• by Erik Sass  @eriksass1, June 15, 2015

Westwood One is joining forces with SoundHound to bring the latter’s mobile audio recognition technology to radio, enabling consumers to interact with broadcast radio advertising via their mobile devices.

The new service, called SoundHound for Radio, is available to local radio stations that buy syndicated content and advertising services from Westwood One.

The SoundHound app already allows users to identify songs from broadcast radio programming with its music search and discovery functions.

By implementing SoundHound for Radio, stations augment these capabilities with attribution, enabling consumers to interact with station advertising as well as more content.

Listeners who use the SoundHound app to identify a song broadcast by a station with SoundHound for Radio will be taken to a branded station page with more engagement opportunities including additional content, contests, or coupons, among other options. Stations can create campaigns for SoundHound for Radio including graphics, logos and links to advertisers.

SoundHound has been introducing new products and partnerships at a steady clip. Earlier this month, SoundHound released a personal assistant called Hound to take on Apple Siri, Microsoft Cortana, and perhaps Google Now. Hound is in private beta for Android, and should be available for iOS soon.

The new Hound product signals a shift to a broader service including natural language search for SoundHound, which originally focused on music recognition. The company hopes to extend Hound’s voice recognition and natural language search processing to a range of devices, including phones, tablets, cars and other IP-connected devices.