[July 27, 2015] |
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Pandora Listeners Receive More Uninterrupted Hours with Full Roll-out of Sponsored Listening
Pandora (NYSE:P),
the leading Internet radio service, today announced that its latest
engagement-based advertising product, Sponsored Listening, is now
available to all advertisers. The product gives Pandora (News - Alert) users an hour of
uninterrupted listening following their engagement with a brand's video
or rich media unit at the beginning of their session. This launch
follows a beta period initiated in September 2014 during which Sponsored
Listening received positive feedback from Pandora's listeners and
produced a measurable return on investment for advertisers.
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http://www.businesswire.com/news/home/20150727005428/en/
Sponsored Listening's interactive 360-degree product views on Pandora. (Photo: Business Wire)
During the beta testing period for the product, Sponsored Listening
resulted in a 12 percent lift in brand awareness and a 30 percent lift
in purchase intent for advertisers. Consumers also praised the product
via Twitter and Facebook (News - Alert), stating that they loved the experience.
Tweet
This: Pandora Sponsored Listening offers listeners one hour of
uninterrupted music in exchange for quality engagements: pdora.co/sponsored-listening
"As the competition for consumer attention continues to intensify,
brands are looking for advertising products that can help them create a
lasting impression and resonate with their target audiences," said
Lizzie Widhelm, Pandora's senior vice president of advertising product
strategy and sales. "Sponsored Listening enhances our suite of
engagement-based advertising solutions by building on products such as Brand
Stations, and is another manifestation of our philosophy that what's
good for the listener is good for the advertiser."
In addition to being available for all Pandora advertisers, Sponsored
Listening now also offers advertisers more creative opportunity. In the
beta phase, video ad units or swipe-able slideshows initiated the hour
of uninterrupted listening. Now, with general availability, a brand can
also introduce additional rich media units, such as interactive
360-degree product views, in advance of the sponsored hour. In addition
to advertisers like Land Rover North America that have extended
from the beta phase to general availability, new brands leveraging
Pandora's Sponsored Listening solution post-beta include: Corona
Extra, Gatorade, truTV and Yuengling.
"The Sponsored Listening offering is unique, and we jumped at the
opportunity to align with this attention-based service during the launch
of the new Discovery Sport," said Kim Kyaw, digital marketing and social
media manager at Land Rover North America. "Pandora's Sponsored
Listening product allowed consumers to engage with the vehicle - by
watching a video or by interacting with a 360 degree unit - for at least
15 seconds. Opportunities to engage with our consumers around new
vehicle launches within premium listening environments are difficult to
find."
More information about Pandora's Sponsored Listening product is
available here.
ABOUT PANDORA
Pandora (NYSE:P) gives people music and comedy they love anytime,
anywhere, through connected devices. Personalized stations launch
instantly with the input of a single "seed" - a favorite artist, song,
or genre. The Music Genome Project®, a deeply detailed hand-built
musical taxonomy, powers the personalization of Pandora® internet radio
by using musicological "DNA" and constant listener feedback to craft
personalized stations from a growing collection of more than one million
tracks. Tens of millions of people turn on Pandora every day to hear
music they love. www.pandora.com
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View source version on businesswire.com: http://www.businesswire.com/news/home/20150727005428/en/
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