Pandora is introducing something new that holds a lot of promise, if initial tests pan out. The popular music site has announced it will roll out an ad type it has been testing — its Muted Video and Responsive Mobile Display ads — to all takers on January 19.
“These new ad formats drive compelling results across the key performance indicators marketers care about most: time spent with ads, brand favorability, and intent to purchase,” the respected streaming music giant and mobile advertising innovator said this week.
The ads were tested beginning in June, 2016 with beta partners including Denny’s, Express, Google, the Lexus Dealer Association, and Ascent Protein.
These new Pandora mobile ad formats – the first in the company’s Visual Ad Experience suite – offer rich display and video ads within the square space once reserved for album art. The advantage? The ad leverages responsive design to seamlessly adjust ads to any phone’s screen size.
“We applied the same expertise that makes us the leader in audio advertising to our new visual ads to deliver strong, measurable results,” explained John Trimble, the chief revenue officer at Pandora. “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.”
Beta partners saw up to 50 percent increases (on average) in time spent with the Responsive Mobile Display ads and refreshed Mobile 300x250s in comparison to previous formats.
“(Pandora saw) double digit lifts in brand favorability, awareness and message resonance,” Pandora says. “And because music drives positive brand association, advertisers leveraging Pandora’s new Muted Video solution saw a 32 percent increase in listeners who spend at least five seconds with the video, as well as strong completion rates.”
Best of all, the new ads are resonating with listeners. In a recent survey of Pandora listeners, three out of four said they prefer the new experience and 74 percent said they were more likely to engage with the new formats.