Dive Brief:
- Music streaming app Pandora is rolling out a new ad product called "Sponsored Listening" that will let users skip ads for one hour in exchange for watching a video ad.
- Sponsored Listening will launch on the mobile app first, with brands like Sony Playstation and Fox, and will expand to desktop in the coming months.
- Pandora is expected to open up the ad product to all marketers in 2015.
Dive Insight:
Pandora is currently beta-testing the idea with Fox, as the network is pushing its two new fall shows Gotham and Mulaney. Spotify is also trying out a similar concept, potentially making way for a new ad format in streaming music services.
