Cinemas Are Teaming Up With Shazam for a Blockbuster Mobile Ad Experience

Could open up opportunities in other new venues

Despite incremental growth in second-screen viewing, marketers still haven’t cracked the code on how to effectively advertise to smartphone users who are also watching TV. But brands are hoping that second screens will soon get a boost from the big screen.

Shazam and SoundHound, smartphone apps rooted in music discovery, inked deals this spring with cinema ad networks National CineMedia and Screenvision, respectively, that allow movie advertisers to tie audio-recognition features into preshow promotions on consumers’ devices.

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