Pandora to Roll Out Muted Video and Responsive Display Ads to All Advertisers
January 04 2017 - 9:05AM
Business Wire
First in a series of new, native mobile ad
formats deliver lifts in time spent, brand awareness and quality
clicks
Pandora (NYSE:P), the go-to music source for fans and artists,
today announced it will roll out its Muted Video and Responsive
Mobile Display ads to all advertisers on January 19, 2017. These
new ad formats drive compelling results across the key performance
indicators marketers care about most: time spent with ads, brand
favorability and intent to purchase. Originally introduced in June
2016 to select beta partners including Denny’s, Express, Google,
the Lexus Dealer Association and Ascent Protein, Pandora’s new
mobile ad formats - the first in the company’s Visual Ad Experience
suite - present rich display and video ads within the square space
typically reserved for album art, leveraging responsive design to
seamlessly adjust ads to any phone’s screen size.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170104005581/en/
Pandora's Muted Video Product (Photo:
Business Wire)
“We applied the same expertise that makes us the leader in audio
advertising to our new visual ads to deliver strong, measurable
results,” said John Trimble, chief revenue officer at Pandora. “We
are reinventing our mobile display ads to take full advantage of
screen real estate and features native to our platform. And because
our display ads are served only when a listener is looking at their
phone and we have one of the largest logged-in user bases, we are
uniquely positioned to deliver listener attention to advertisers at
scale.”
On average, beta partners saw up to 50 percent increases in time
spent with the Responsive Mobile Display ads and refreshed Mobile
300x250s as compared to previous formats, and double digit lifts in
brand favorability, awareness and message resonance.1 And because
music drives positive brand association, advertisers leveraging
Pandora’s new Muted Video solution saw a 32 percent increase in
listeners who spend at least five seconds with the video, as well
as strong completion rates.
“At Denny’s, we understand the importance of continuing to find
new and innovative ways to connect with our fans on their terms and
in their terms, especially in the digital world,” said John Dillon,
chief marketing officer at Denny’s. “Our recent beta partnership
with Pandora offered us an opportunity to showcase the launch of
our new Buttermilk Pancakes in a way that was highly engaging,
while also being cohesive—rather than intrusive—to our target
audience’s online experience.”
In addition to delivering strong results for brands, these new
ads are resonating with listeners. In a recent survey of Pandora
listeners, three out of four said they prefer the new experience
and 74 percent said they were more likely to engage with the new
formats.2
This is the most recent advertising innovation from Pandora,
joining both the award-winning Sponsored Listening and a new
advertising opportunity that lets brands sponsor skips and replays.
Both ad solutions win attention and drive high listener
engagement.
Learn more about Pandora’s visual ad experience here.
ABOUT PANDORA
Pandora is the world’s most powerful music discovery platform –
a place where artists find their fans and listeners find music they
love. We are driven by a single purpose: unleashing the infinite
power of music by connecting artists and fans, whether through
earbuds, car speakers, live on stage or anywhere fans want to
experience it. Our team of highly trained musicologists analyze
hundreds of attributes for each recording which powers our
proprietary Music Genome Project®, delivering billions of hours of
personalized music tailored to the tastes of each music listener,
full of discovery, making artist/fan connections at unprecedented
scale. Founded by musicians, Pandora empowers artists with valuable
data and tools to help grow their careers and connect with their
fans.
www.pandora.com | @pandoramusic | www.pandoraforbrands.com |
@PandoraBrands | amp.pandora.com
1. Millward Brown Digital, September 2016
2. Pandora Soundboard VAE Survey, Oct 2016
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PandoraJette SpeightsPublic Relationsjspeights@pandora.com
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