Pandora Tests Dynamic Creative For Audio Ads
Imagine a world where the advertisements you hear speak to you like a trusted friend. They get you. Your likes. Your perspective. And understand how to add value to your everyday life.
We’ve worked hard to make this level of personalization a reality for your music listening experience on Pandora. We already know how important it is to deliver the right message, to the right person, at the right moment–so we are beyond thrilled to announce that we are entering an exclusive partnership with UK-based company, A Million Ads, to enable our advertising partners to do this at even greater scale and efficiency.
Together Pandora and A Million Ads are working to establish a new standard for data-driven creative in audio advertising. Not only will this partnership allow brands to further personalize their creative on Pandora, but they will also be able to look at performance across many more variants.
By applying dynamic creative technology to the world of audio, select Pandora advertisers will soon be able to test these enhanced features (that we plan to make widely available later this year):
- Dynamic Creative at Scale: Serve real-time, tailored audio ads to Pandora listeners through a single tag. In addition to gender, age and zip, these ads also take into account variables like location, time of day and weather–letting advertisers create up to thousands of versions of an ad easily and efficiently. Combined with Pandora’s registration data, this puts the true power of personalization to work for your brand message.
- Sequential Messaging: Tell a complete brand story with sequentially targeted audio ads. We’ve already seen how campaigns that prioritize storytelling over asking the consumer to make a purchase achieve more effective results.1 Now, we take that to the next level through an unstoppable combination of audio storytelling and sophisticated targeting technology.
Dynamic Creative Expected to Lead to More Effective Brand Messaging
Can you imagine the possibilities of serving hyper-personalized, real-time audio ads to an audience who is already engaged and immersed in a personalized music listening experience? The end result is a brand message that actually connects with the listeners. Instead of serving the same coffee shop ad across regions and demographics, Pandora advertisers can easily tailor their creative to achieve more relevance to the listener. For example, listeners in Oakland, CA might hear something like this:
We’re also excited to be enabling musical personalization, where advertisers can leverage a variety of different music beds and sounds to match a listener’s current listening experience.
Key Performance Indicators Expected to Get a Boost
We’ve seen time and again that contextually relevant ads generate more resonance with their intended audience, leading to better performance in terms of engagement and recall. Through this partnership, we also expect to see key performance indicators get a boost, including the hard-to-move metrics of Brand Favorability and Purchase Intent.
“We share Pandora’s vision and value for personalization within the unique and intimate audio environment,” said Steve Dunlop, founder and CEO of A Million Ads, “and I’m delighted to partner with Pandora to bring this to market at scale. Dynamic creative represents a significant step in innovation for digital audio advertising and we look forward to building on this partnership as we grow.”
Pandora advertisers can expect dynamic creative functionality to be widely available later this year. To learn more about our partnership with A Million Ads,
1. The Science of Social Advertising, “A Research Study on Sequenced for Call to Action vs. Sustained Call to Action,” May 2014Back to all insights