As the online and mobile market grows, so do avenues for advertising. Pandora, a music streaming service, offers a number of features to keep listeners happy and connected to their service.
However, as advertisers and marketers, you can use these features to effectively target your audience.
Pandora plays music for users based on his or her preferences in musical artists. For example, if the user likes Led Zeppelin, they create a “Led Zeppelin” playlist and then Pandora will conclude that the listener wants to listen to classic rock. It will then take this information and play similar artists from that genre. The idea is that the listener will get a variety of music at their fingertips based on their favorite genres and artists.
The playlist is further enhanced by a feature that allows the user to provide positive or negative feedback about each song that the service selects. The system’s algorithm will take that feedback into account when selecting future songs.
These features allow Pandora to fine tune each user’s playlist in an attempt to become the “perfect” radio station.
With 81 million active listeners and almost 5 million subscribers, Pandora is an excellent option in delivering ads to a very specific, highly targeted market.
Types of Ads
Pandora is not limited to audio ads as you can run banner and video ads as well. The software can actually determine when the user is interacting with the screen. “This isn’t a difficult feat of engineering in and of itself, but the fact that the company leaders thought it important to determine when users are looking at the screen is a testament to Pandora’s efforts to monetize every aspect of its service.”
Audio ads expose listeners to your brand. If the user is listening to Pandora’s free service, then he or she can not skip these ads, giving you the opportunity to expose your brand to millions of listeners. And because ads are not allowed to run more than four minutes per hour, listeners will find them less invasive than regular radio.
Banner ads can help you engage your target market. Since listener are required to input their age, gender and zip code upon signing up for the service, marketers can have access to this information, making it easier to engage the types of listeners that will be interested in their brand. With banners, you have the advantage of creative interesting promotions, offer coupons and other relevant incentives to get potential customers to interact with your website or call center.
There is still an opportunity for video ads as people look at their phones from time to time when Pandora is playing. However, it is advised to keep these ads brief, around 15 seconds. If you choose this options, make these ads entertaining and fresh to keep listeners engaged.
Ignite Visibility suggests creating a landing page so that you can track your traffic and click-throughs from the ads. “That way, you’ll know how many people are responding to your Pandora ads and how many of them are becoming paying customers. Use standard Google Analytics URL tagging on that page make sure you associate it with a Pandora campaign.”
Also, ” you need to make sure that you have a solution that tracks and attributes installs to the right partner. Tracking and attribution are complicated, but a deep understanding of how to get it right is crucial for your success,” according to Pandora for Brands.
Advertising on Pandora is affordable for both large and small companies. It costs less than buying a spot with a local radio station. There are approximately seven display ads per hour and two and a half audio ads per hour.
As you can seem between millions of subscribers and its targeting and ad capabilities, Pandora is a great option for your brand.
For more information, or how to get your brand set up with Pandora marketing, don’t hesitate to get in contact with us here at Media Partners Worldwide! Send us an email or give us a call! (562) 439-3900
We would love to help your business grow.