ITV has signed an exclusive deal with Shazam to offer advertisers its functionality in TV spots, according to Mediatel.
For the first time in the UK, viewers will be able to access additional information and content related to ads via the Shazam app. The Shazam logo on TV spots will indicate that more brand information is available via the app, which will also allow consumers to download music and videos.
Simon Daglish, the group commercial sales director at ITV, said: "Shazam's audio-recognition technology is transforming the way consumers interact with content including advertising."
ITV sold £1.5 billion in advertising in 2011 across its six linear channels and its ITV Player catch-up service.