By: Eric Hamblett
Music identification company Shazam is growing their services in the direction of TV fashion identification. If accomplished successfully, Shazam is in position to challenge search engine middlemen and deliver content directly to viewers.
Currently, Shazam works by tagging audio content and informing users of its details. The new TV feature will build on this foundation and also allow users to tag TV shows and discover content. This could include anything from cast biographies, to trivia and even merchandise. By increasing consumer engagement, viewers have the potential to tag a specific show and then be directed to a shop that has merchandise the characters are wearing.
An initial release of this feature will be deployed with the audio-tagging example above, and the company will unveil its image recognition technology when it’s finalized. What’s exciting for Shazam’s move into fashion is it establishes immediate and scalable conversations with TV producers. As for consumers, these new interactive possibilities could be the foundation for an engagement disruption.
Can marketers use Shazam to make commercials more appealing? Will we suffer from even more brand saturation? It will be exciting to see how this technology impacts B2C and B2B relationships.