Shazam has been very successful in its television efforts, said Heather Way, a senior research analyst with Parks Associates.

“I think that they’re in a good position if we’re talking about synchronized content from the TV to the mobile screen,” she said. “A lot of that comes from there built in ‘footprint.’ They already have their app on a lot of devices … so they have that brand name. People know, ‘I’m going to Shazam it.’”

Way studies digital media advertising services and platforms for Park Associates; she’s been following the second screen movement, centered around Automatic Content Recognition (ACR) technology and services, for the past year. Advertisers, content owners, and service providers, she said, have shown a strong interest in leveraging the second screen — aka your mobile phone or tablet — to sync content from the television to the mobile device.

Many companies provide the ACR technology such as Audible Magic or Civolution, but Shazam brings with it the added promise of helping content owners monetize second screen experiences, Way said.

From the article, "Venturebeat/ The Incredible Shazam story: How to stay on top my reinventing yourself" by Benjamin Rohé.

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