Shazam and 4th Screen Advertising sign new mobile ad deal

Shazam has signed a new deal with the ad network 4th Screen Advertising to offer targeted advertising opportunities on the brand’s mobile application.

The music application, which allows users to search and identify songs using their mobile handsets, will now feature ad platform Mpression to serve targeted ads in the UK, Spain, France and Germany.

Mpression uses general information, such as handset model and time of day, as well as music tagging information, which includes consumers’ music tastes, to enable advertisers to place advanced targeted ads.

Jonathan Symons, EVP of business development at Shazam, said: “It is our ambition to push the envelope of mobile advertising.”

The move comes at the same time as 4th Screen Advertising rolls out its new in-application ad formats that allow advertisers to access the video, GPS and call functions on handsets to engage with consumers.

The new formats are set to launch on Apple’s iPhone, Nokia’s Ovi and Google’s Android.