Instead of seeing a banner or icon on the screen, viewers' phones would pick up extra beams of light to receive coupons and other offers from advertisers.

Interactive television ads are nothing new; banner overlays on commercials have long let viewers ‘click’ for more product information or to redeem special offers, and as of late, brands have employed Shazam in ads to reward viewers with exclusive deals for watching the commercial.

The interactive ad format has been shown to increase engagement with viewers; David Jones, Shazam’s EVP of Marketing has been quoted as saying, ‘In five or so seconds on screen, you can literally double the engagement that you’re getting on social media through these rich Shazam experiences.’ But in both examples, pictured above and below, the viewing experience is interrupted by an on-screen presence alerting the viewer to the opportunity. While the banner overlays and Shazam buttons are additive in engagement opportunities, they are detractive and obtrusive.

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