Wednesday, July 20, 2011

Smartphone Is Listening

Your Smartphone Is Listening in While You Watch TV

Mon, 18 Jul 2011 07:00:00 -0400

You're sitting on the couch with the TV on and phone in hand. As a commercial starts, a smartphone app hears what you're watching.

It then serves up links, coupons or music downloads corresponding to what it hears on the tube through smartphone microphones. So if you tend to impulse buy, the next time you're watching one of those late-night infomercials you might want to set your phone aside.

In recent months, logos for music-identifying service Shazam have popped up in Procter & Gamble, Honda or American Express commercials. Progressive Insurance, Starbucks and Paramount have also linked to mobile content through Shazam tags in their commercials or web videos. The ads prompt viewers to launch Shazam with the company's logo or a call-out, and if they do, the app brings up links their websites, discounts or other goodies.

One of the earliest users is Old Navy. The retailer's chief marketing officer, Amy Curtis-McIntyre, talked about the company's Shazam ads at Ad Age's Digital Conference this past spring. When consumers used the app to identify any of the songs heard in Old Navy spots, styling tips, deals and key looks featured in the commercial popped up.


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