Music app Pandora has just launched a new advertising format that the company hopes will drive better performance for the amount of time consumers spend with ads, brand favourability as well as intent to purchase. Dubbed Muted Video and Responsive Mobile Display ads, the addition will be officially available on January 19, 2017.
Pandora launches new mobile ad format
John Trimble, chief revenue officer at Pandora explains:
“We are reinventing our mobile display ads to take full advantage of screen real estate and features native to our platform. And because our display ads are served only when a listener is looking at their phone and we have one of the largest logged-in user bases, we are uniquely positioned to deliver listener attention to advertisers at scale.”
The format was previously introduced back in June 2016 with beta partners including Denny’s, Express, Google, the Lexus Dealer Association and Ascent Protein. It integrates rich display and video ads within the album artwork square. This makes for a more integrated design and adjusts the ad for the phone’s screen size.
The first beta results were positive with partners noting a 50% increase in time spent with ads and double digit lifts in brand favourability, awareness and messaging.
Indeed, music is a powerful brand association which meant that marketers also saw a 32% rise in listeners who spent a minimum of five seconds with the video alongside good completion rates.
John Dillon, chief marketing officer at Denny’s, adds:
“At Denny’s, we understand the importance of continuing to find new and innovative ways to connect with our fans on their terms and in their terms, especially in the digital world. Our recent beta partnership with Pandora offered us an opportunity to showcase the launch of our new Buttermilk Pancakes in a way that was highly engaging, while also being cohesive – rather than intrusive – to our target audience’s online experience.”
But the new ads aren’t just positive for brands. Indeed, consumers also preferred the new addition with 74% saying they are more likely to engage with the new ad formats.
Pandora also offers Sponsored Listening as part of its advertising product suite.