Pandora today announced the expansion of its Sponsored Listening program to all advertisers. Introduced in September 2014 as a beta pilot service, the program rewards users with uninterrupted listening for engaging with a brand advertisement.
Pandora claims the beta program was well received by consumers and advertisers, who saw an increase in brand awareness and purchase intent. According to Pandora, consumers response was favorable with users reportedly stating on social networking sites that “that they loved the experience.”
Advertisers can send video advertisements, swipeable slideshows and other rich media content such as 360-degree product tours to consumers. Consumers then have the option to ignore the advertisement and proceed with commercial interruptions or interact with the sponsored content for at least 15 seconds in exchange for an hour of uninterrupted listening. Advertisers on board with the program include Land Rover North America, Corona Extra, Gatorade, truTV and Yuengling.
Market-leading Pandora in one of many services in the very crowded streaming music marketplace. The latest entry into this field is Apple Music, which debuted at the end of June in a high-profile launch featuring exclusive music from performers such as Pharrell Williams. Though many consumers may be taking advantage of Apple Music’s free 90-day trial, Pandora CEO Brian McAndrews is not concerned about the competition, saying the service has seen “no impact” ever since the launch of Apple Music last month.
Do you use Pandora? Have you experienced the new Sponsored Listening program? What do you think of this new advertising push? Let us know in the comments.
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