Shazam Updates Android App, Looks to European Expansion

Company promises one-second song tagging

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Shazam
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This week, Shazam announced plans to become the fastest mobile discovery app on the market. Its update to the Android app, which will take effect next week, has improved tagging speed, making it able to recognize songs in as little as one second. This update will be available for the iPhone in the near future. Also, Shazam revealed full integration with Android Beam: in a few weeks, users will be able to share songs and tour dates with their friends by simply placing their Android-enabled phones back-to-back.

It's been quite a year already for Shazam Entertainment. The company partnered with big brands like Toyota, Pepsi and Best Buy to offer a more engaging viewing experience during the Super Bowl and the Grammys. Using its signature sound recognition, the Shazam app was able to identify a commercial playing during the live telecast and give TV watchers entry into exclusive sweepstakes, offers and other content.

The strategy of incorporating the mobile screen while watching TV has apparently proven successful for Shazam. They are now looking to lure European advertisers into embracing TV- and music-tagging technology.

"There's an awful lot of talk about the 'second screen' experience and if advertisers are doing what they possibly can to engage consumers via Facebook or via Twitter. Then we have that ability to say 'hold your phone up and suddenly it's there.'" Shazam VP of advertising sales Mike Lewis told UK-based publication The Drum. "You don't have to type in a URL. We make it seamless."

According to Lewis, Shazam's ability to identify which exact song will deliver the correct emotional note in any given ad is "priceless." And he hopes that they will be able to nab a chunk of the ad money that is currently spent on both TV and online advertising.

This month, the makers of Shazam also launched Shazam Player, an app that plays songs accompanied by animated lyrics for a sort of karaoke-in-your-pocket experience.

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