Pandora Launches Video Plus for All Advertisers
September 19 2017 - 09:05AM
Business Wire
New Ad Product Unlocks Valuable Features for
Listeners and Delivers Authentic Attention to Brands
Pandora (NYSE:P) today announced that Video Plus is now
available to all advertisers. The new ad product enables brands to
pay only when users watch 15 seconds of a video ad. In exchange for
watching the ad, listeners unlock features that are typically only
available with a subscription to Pandora Plus or Pandora Premium:
the ability to skip more songs and replay tracks. A number of top
brands, including T-Mobile, are mixing Video Plus into their media
plans beginning today.
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Pandora's New Video Plus Ad Product
(Photo: Business Wire)
Pandora began testing Video Plus last fall. Results prove it is
effective at reaching highly-engaged
consumers in sought-after demos
and aligns brands with positive listening
experiences:
- The majority of users who watch these
ads were between the ages of 18 and 34 with listeners under the age
of 24 three times more likely to opt-in.
- The types of listeners opting-in to
these new ads and features are some of Pandora’s most engaged –
they listen 57% longer and thumb
65% more.
“The competition for consumer attention is only getting more
intense. Brands need high-quality ad solutions that create lasting
impressions and resonate with their target audiences,” said John
Trimble, chief revenue officer at Pandora. “Video Plus boosts brand
awareness, builds loyalty, captures views and promotes deeper
interactions with listeners who are significantly more likely to
take action.”
Pandora joins a handful of leading publishers that allow brands
to pay for ads only when users complete viewing a video (in this
case: at the 15-second mark). With the roll-out of Video Plus,
advertisers now have the flexibility to buy across a full spectrum
of cost types in Pandora’s video ecosystem depending on their
goals, including:
- Cost-per-thousand ad impressions (CPM):
Video Everywhere / Platform-Specific Video
- Cost-per-15-second-completed-view
(CPCV): Video Plus
- Cost-per-engagement (CPE): Sponsored
Listening
“We’re always looking for new and innovative tactics to reach
and engage with consumers in relevant ways,” said Kari Marshall,
vice president of media at T-Mobile. “We’re excited to test Video
Plus to deliver our Un-carrier message to Pandora’s very engaged
user-base, and the meaningful brand connections we hope it drives
as a result.”
Learn more about Video Plus in this blog post.
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
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version on businesswire.com: http://www.businesswire.com/news/home/20170919005859/en/
Pandora Public RelationsJette Speights,
415-385-8829jspeights@pandora.comorPandora Investor
RelationsPalmira Farrow, 510-842-6960investor@pandora.com
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