Commentary

Havas Group's Mobext Taps Shazam for Mobile Data

Havas Group’s pure-play mobile practice, Mobext, has signed a deal with Shazam, giving it access to the latter's data and services for mobile retargeting and profiling of mobile users around the world, as well as Shazam’s proprietary music prediction models, the companies announced this week. The agreement includes all Mobext’s offices around the world, with a special focus on the U.S. and Latin America. The partnership will be led  by Shazam’s European partner, Mobile Network Group.

A number of Havas Group clients have already worked with Shazam on mobile campaigns. For example, AXA used Shazam to push its TV campaign to mobile devices, resulting in 300,000 app downloads, while retailer Carrefour promoted its TEX textile brand with a similar approach.

Shazam claims to be one of the top five most downloaded and used apps in the world, used by over 100 million people per month. Originally focused on music recognition, the company has expanded to include a range of video, audio, and printed content in TV, radio, magazines, newspapers, cinema advertising, packaged goods, and in retail.

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On the retail front, last year Mood Media Corporation, one of the world’s largest providers of in-store media, brought mobile interactivity to thousands of affiliated stores through a partnership with Shazam. The new service, called Shazam In-Store, enables retail businesses to create their own location-based mobile marketing programs using Shazam’s audio-recognition app in combination with Mood’s Presence technology.

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