Shazam is an app that you can use to tag songs and identify them. Hear a song and wonder what it is? Shazam identifies the song for you and offers you the lyrics. It also lets you preview and purchase the song, watch the video, and learn more about the artist. You can share songs with your friends as well. They have more than 175 million people using the service in 200 countries.
Shazam encouraged users to use Shazam to tag the halftime performances of artists and get exclusive content. Sponsored by Bud Light, the promotion offered both a Shazam logo on the screen and announcer promo telling the tv audience that they could use the app to tag artists and ads, enter contests and get special offers. Sponsor tie-ins included Toyota, offering a win a car sweepstakes, Cars.com which let viewers use the Shazam app to donate a buck to charity, and Pepsi which offered a free music video to viewers who used the app.
Shazam reported that football fans tagged content millions of times during the halftime show and ads. No word on how many folks downloaded the app during the show to use it, but I’m guessing there was a lot of traffic for that as well.
Simply by making music more interactive, Shazam was able to put itself at the center of one of the biggest tv events of the year. Here’s the Bud Light tv commercial featuring Shazam..
Pandora’s multi year expansive ad deal with Toyota sure sounds like a big deal. Called the “Legends and Icons” campaign, it pairs various Toyota cars with music genres and artists on Pandora. It will be the largest campaign in scope and span to ever run across all of the Pandora Internet radio advertising platforms and will feature exclusive content from an expansive roster of internationally acclaimed and award-winning musicians.
The campaign launched last week and runs through early 2013. It’s expansive in scope – each month will pair a Toyota vehicle with a demo and a genre station on Pandora. For example, this month the target demographic is Adults 18-49 and the genre station is Top 40. The campaign will be featured across multiple Pandora Internet radio platforms, including the web, mobile, iPad, as well as video and curated mixtape stations created by the artists themselves that include never-before-heard audio content.
It’s a deal that grew out of an earlier deal that put Pandora’s Internet radio in Toyota cars via their Entune multimedia system. That deal was announced in January at CES. “We have enjoyed working with Toyota on an innovative approach to connecting with drivers by leveraging their passion for music,” said John Trimble, Pandora Chief Revenue Officer.
“Pandora shares the same innovative and creative spirit as Toyota, making it the ideal partner for this enduring, multi-platform campaign.”said Kim Kyaw, senior media strategist for Toyota.
This deal puts emphasis on the relatively new Pandora genre channels, which are pre-programmed rather than personalized streams. This is a direction that Pandora is going to need to head in as they make their way onto more and more automotive devices, where the ability of the listener to interact with the platform while driving is limited.
Given the addition of Pandora to new Toyota vehicles, Toyota probably got a pretty good deal on this ad campaign…
2010 was the year that Internet radio finally became a household word – although to many that word may have been “Pandora“. Pandora’s popularity on iPhone and other smartphones really took hold this year, listening became more commonplace and many other stations benefitted as well. Apple‘s introduction of iPad created more excitement for Internet radio apps, and car manufacturers got into the game as well. Here’s a synopsis of key stories from the second half of the year…
August – In August Bridge Ratings gave us more interesting data on Internet radio’s audience, using Nielsen’s PRIZM lifestyle groupings to establish listening patterns among certain lifestyle groups. Not surprisingly, it’s the young, urban, educated and trend setting groups that are fueling adoption of Internet radio in the US.
September – September brought some interesting data on mobile music listening. According to eMarketer, 21.7 million listen to mobile music now and that number will grow to more than 52 million by 2014. comScore had the number even higher, with info showing that 234 million Americans ages 13 and older used mobile devices during the 3 month average period ending in July, 2010 and close to 34 million (14.5%) of them listened to music on them.
October – In October I wrote that Pandora had recently announced that they had 65 million registered users, a number that increased 8% in three months. In the same post I noted recent words from Pandora’s Tim Westergren who pointed out that all of Internet radio is just 3% of radio listening right now while 90% is to broadcast radio. That, says Westergren, is where Pandora’s growth will come from.
November – In November Clear Channel announced a new partnership with Toyota to put their iheartradio streaming platform in cars, a first for broadcasters moving to work with car manufacturers to create streaming radio opportunities for their platforms in ways similar to Pandora/Ford. Live365 rolled out a new platform Athena 365, targeting women, and RadioTime put their tuner on Google TV.
December – In December we learned, from Coleman Insights, that some folks just prefer to listen online – of the 17% of the population that is streaming monthly, 48% say they don’t listen to any over the air radio. The report emphasized that listeners are not shunning AM/FM radio as much as choosing a preferred platform for listening, making it critical that broadcasters view all of their distribution technologies as equally important. There are indications that that is the case – BRS Media reported that more than 75% of broadcasters who featured Christmas music were doing so online.
In addition to lots of positive news and momentum, the industry as a whole began to shape up this year. RAIN Summits, the premiere educational and networking events for the industry, hosted several excellent events including a sold out event at the Radio Show in September. More people, more professionalism, more buzz – all good things for our burgeoning business.
Thanks for reading Audio4cast this year, I wish you a profitable and healthy 2011!
Toyota will integrate Clear Channel’s iheartradio mobile app into select models starting next year. This is the first key partnership that Clear Channel – or any radio broadcast company – has won to put their online platform into new cars.
Earlier this year Ford announced that they would integrate Pandora into cars. Pandora has been persistently successful in developing partnerships that extend the reach of their brand beyond the pc. Cars are the next big frontier for Internet radio stations in terms of extending their reach.
iheartradio will allow Toyota customers to access more than 750 of America’s favorite local radio stations, as well as unique celebrity-hosted channels from Christina Aguilera, Eagles, and Weezer, local traffic reports and more.
It’s a nice win for Clear Channel, but I think it’s also a win for Internet radio overall. Sure, Clear Channel’s developers will work hard to integrate this platform with Toyota and vice versa, but inevitably consumers are going to want to listen to whatever they want in their car, and not be held up by technology or devices dedicated to a certain platform. I think companies like Clear Channel and Pandora understand this, and are driven not by the idea of exclusive audience opportunities. They’re taking leadership positions in making sure Internet radio gets into cars because they understand that it’s important for the industry that they’re heavily invested in. A good thing for them, and everyone else as well.