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
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.
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: email@example.com