Pandora Partners With A Million Ads to Become the First Publisher to Deliver Dynamic Creative Audio Advertising
February 23 2017 - 09:00AM
Business Wire
Pandora (NYSE: P) announced today an exclusive partnership with
A Million Ads, a global leader in dynamic creative and
personalization for digital audio, to become the first publisher to
bring the dynamic capabilities popular in display and video
advertising to the audio marketplace.
“This is a natural extension of the best-in-class
personalization we bring to the music listening experience on
Pandora every day,” said John Trimble, Chief Revenue Officer at
Pandora. “Our massive data set, combined with A Million Ads’
ability to deliver tailored, data-driven audio creative in
real-time, gives us yet another way to help advertisers unlock the
power of audio.”
Leveraging a variety of listener demographic and consumption
data, Pandora and A Million Ads will give marketers two new tools
to reach Pandora’s 81 million active listeners:
- Real-time personalized creative at
scale: Build and serve personalized audio ads to listeners
based on attributes like gender, age and zip code through a single
tag. These real time ads also take into account variables such as
location, time of day and weather, and allow advertisers to create
thousands of versions of an audio ad easily and efficiently.
- Sequential messaging and
targeting: Capture attention by telling a story over time
through sequentially targeted audio ads that provide listeners with
new pieces of information about a brand or product. Campaigns that
tell a brand story before asking people to make a purchase have
been proven significantly more effective than ones that immediately
focus on people to take an action.1
“As the industry leader, Pandora sets the bar for digital audio
advertising and consistently offers marketers solutions that
harness the power of music to effectively reach millions of
consumers,” said Steve Dunlop, Founder and Chief Executive Officer
of A Million Ads. “Together, we will revolutionize what listeners
experience from an ad-supported music streaming experience and
deliver new dynamic and personalized ways to capture attention and
drive ROI for advertisers.”
For more on how this partnership will benefit advertisers, check
out our blog post here.
1. Source: The Science of Social Advertising, A Research Study
on Sequenced for Call to Action vs. Sustained Call to Action, May
2014
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
ABOUT A MILLION ADS
A Million Ads delivers personalized audio creative on-the-fly
and at scale, driving higher brand engagement and greater media
effectiveness. We make this possible by combining cutting-edge
technology with innovation in the creative process to deliver
relevant and personalised digital audio ads in real time.
www.amillionads.com Contact: press@amillionads.com
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version on businesswire.com: http://www.businesswire.com/news/home/20170223005334/en/
Pandora Public RelationsJette Speights,
415-385-8829jspeights@pandora.com
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