Call it over-the-top TV advertising. Companies including Shazam Entertainment, Invidi Technologies, IntoNow and Spot411 Technologies are pitching TV networks and advertisers on a new way to deliver interactive content to viewers — via smartphones and tablet devices, not through a cable or satellite set-top box. Shazam, whose apps identify songs based on their audio fi ngerprint, is making a big bet on TV. The Shazam app takes five to 10 seconds to identify the audio in a TV show or ad (which has been ingested and processed ahead of time), then offers various options to the user, such as calling the advertiser, watching a video clip or entering an e-commerce site. Since launching in February, Shazam for TV has reached more than 100 million people and served 5.5 billion impressions, according to executive vice president of advertising sales Evan Krauss. Advertisers that have aired “Shazamable” ad campaigns include Honda, Starbucks, Paramount Pictures’ Transformers 3, Procter & Gamble and Progressive Insurance. “Using remote-based interactive TV is more intrusive,” Krauss said. “We’re all sitting there on our couches with our iPads, iPhones and Android devices anyway.