Will we soon inhabit a world where the ads we hear speak to us like an old, trusted friend? Based on the latest innovative advertising efforts by Pandora, that reality is now upon us.
“We’ve worked hard to make this level of personalization a reality for your music listening experience on Pandora,” the respected streaming music company announced Thursday.
At the heart of this effort is Pandora’s new partnership with A Million Ads, a power player in dynamic creative and personalization for digital audio.
As a result of the pairing, Pandora becomes 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.
As for the new tools in question, here’s what’s being rolled out, per the details shared in Thursday’s announcement:
- 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.
For more insight into how the partnership works and the vast benefits to be gained by the advertising community, check out the official word from Pandora here.