Connect Ads, a major digital media and technology solutions provider and a subsidiary of OTVentures, has entered into an exclusive partnership with Shazam, described as one of the world’s most popular apps, to offer consumers interactive adventure with their admired brands.

Shazam app runs on any smartphone or tablet and automatically recognizes music, media and ad spots playing on nearby TVs, videos or tablets.

Shazam connects people with the world around them by displaying additional information on the smart device, including album information, music videos, song lyrics and links to purchase the song.

The app can also be used to extend a brand pitch beyond the TV spot.

Fadi Antaki, CEO of OTVentures, a pioneering digital and technology solutions provider for both online and mobile platforms, said: “Consumers absolutely love Shazam and marketers, and brand managers are passionate about its possibilities. We are proud to be able to offer Shazam in the region and we expect it to make a big push in connecting TV networks and advertisers with consumers on their second screens — their smartphones or tablets.”

Josh Partridge, Shazam’s director of advertising, EMEA said: “We are delighted to partner with Connect Ads, which has a robust track record, with depth and breadth in the Middle East market. There is strong demand from the marketplace for more innovative mobile and data-driven opportunities. This partnership is another significant milestone in our worldwide reach and expansion. Together, we are committed to help brands in the region connect with TV viewers via their mobile phones and tablets and retarget users across the region through Shazam’s mobile app.”

Mohamed El Mehairy, managing director of Connect Ads, which is celebrating its 10th anniversary this year, said: “Shazam’s ‘call to action’ is captivating both brands and consumers."