Pandora Partners With A Million Ads For Personalized Digital Audio Advertising
February 23, 2017 at 12:04 PM (PT)
PANDORA has announced an exclusive partnership with A MILLION ADS to bring the capabilities in display and video advertising to the audio marketplace.
Commenting on the deal, PANDORA Chief Revenue Officer JOHN TRIMBLE stated: “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 the music service's 81 million active listeners:
The companies will 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.
The pairing will also enable PANDORA to 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.
Added A MILLION ADS Founder/CEO STEVE DUNLOP: “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. 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.”