ITV is to offer Shazam smartphone functionality to its advertisers in an exclusive UK deal.

The Shazam app on smartphones responds to the sounds around it. Shows and advertisements that include Shazam on-air prompts connect viewers to information and special offers on their favourite products.

Under the deal, ITV advertisers will have the chance to have their traditional 30 second TV spots Shazam-enabled for the first time. Viewers who have Shazam installed on their smartphones - said to be 10 million in the UK - will be able to use the app to interact with the enabled adverts to enter competitions, get additional information about a brand or product, view additional special content or download free music.

The Shazam for TV system has already been used in the US as part of campaigns around American Idol, the GRAMMY Awards and the Super Bowl. During the Super Bowl more than half of the advertisers chose to Shazam-enable their ads.

Simon Daglish, group commercial sales director at ITV, said: “Shazam’s audio-recognition technology is at the forefront of the second screen movement which is transforming the way consumers interact with content, including advertising."

He added: "This exclusive partnership means that ITV is able to offer customers a real first for UK media and allow brands to innovate their spot campaigns and connect directly with audiences on a large scale.”

Shazam, like many technologies that have seemingly carved out a multi-media niche for themselves, has found that Google is also sniffing around in the same area. Last month it was reported that Google had been awarded a patent that could enable the search giant to base mobile advertising on background noise during phone conversations.

Google was awarded a patent on 20 March for advertising based on "environmental conditions," as the search giant calls it in the patent documents. Advertising could be served on the basis of a sensor that detects temperature, humidity, sound, light or air composition near a device.