Dive Brief:
- Pandora is making two key changes to its mobile user experience including responsive display ads that will take over from pop-up ads on the mobile app.
- The other change the music streaming service is making will be video ads that appear within responsive display ads that can be opened to be watched with sound and in full screen.
- Jonathan Eccles, senior product manager at Pandora, told Adweek there was an opportunity to let users see ads that feel visually native, but styled. He told Adweek, "So often it's easy to think of Pandora as a listening format. And it's a wildly successful listening format—we see over two hours of time spent per day per listener—but a tremendous amount of attention is also visual attention."
Dive Insight:
According to Adweek, Pandora runs around 18,000 marketing campaigns per month and has about 1,000 different targetable audience segments within its base of 80 million monthly users. Pandora is similar to Spotify in that it has an especially deep insight into its users’ music tastes and preferences giving marketers a somewhat unique data set to tap into when picking target audiences for campaigns.
Eric Hoppe, Pandora’s group product manager, told Ad Exchanger, “We’ve invested a lot of time and resources in developing the music genome project. It’s a great data asset that we now use for our advertising systems as well.”
The responsive display ad will appear in the same real estate where album art is seen by mobile Pandora users.
