It will be interesting to see how interactive ads will expand from here, potentially using AI to tailor responses, more than a simple “Yes” to hear more. Replying “Play now” would initiate the podcast or playlist being advertised. We’ve saw similar voice-activated ads on Spotify last year. Voice Mode is also being updated, now allowing requests for specific songs or albums rather than simply favourite stations, podcasts or personalized recommendations. This feature joins Pandora’s continued efforts to expand their voice control suite. Leslie Vesper, Senior Director of Marketing, Doritos We took a playful approach by translating Doritos visual “Anti-Ad” creative concept to an audio environment to excite and intrigue listeners to say ‘yes’ to Doritos. Voice ads allow us to do both: engage our tech-forward audience with a message that disrupts. We also seek to challenge advertising norms. Typical Pandora Media Costs Visual advertisements 5 to 7 per thousand views Audio advertisements 8 to 12 per thousand views Video advertisements. Advertisers will be provided with key insights into how their ads are being received.ĭoritos looks for ways to connect with those who are hyper-engaged with digital and are looking to build their lives online. The majority of Pandora users utilize the free ad-based model. How does the platform make money Users are either exposed to ads throughout their listening experience, or pay 4.99 to 9.99 a month to block ads altogether. Listeners create stations based on songs, artists, or genres they like. It also provides something different for audiences and advertisers alike. Pandora’s intriguing radio concept is simple. ![]() This sort of interactivity is great for listeners genuinely interested in the ad, but currently driving or running for example. Hopefully the study and experience from Pandora will open up the eyes of other execs on the free-tier ad-supported side of the business.After an introduction, the ad will give you the opportunity to Talk Now, at this point you can simply reply “Yes” to hear more. Given the fact that radio ad sales are now so slow that many of the ad spots are taken up by public service announcements, the ad block seems to be self-defeating in its strategy. The problem is that the ad blocks are now so long that it’s very easy to use a listener’s attention. The 6 to 7 minute block was created so more music or content could be presented without interruption. With radio, the ad block is especially frustrating. Television users already use their clicker to change to another favorite channel during a commercial, and radio presets mean that listeners change during one of the now notorious ad blocks. While this may be an unexpected turn to the execs that run ad-based free services, its no surprise to consumers. ![]() The additional subscription revenue did not make up for the lost ad revenue from those who listen less or leave the service. While that worked to a degree, a new study by the company found that what happened most often was that the user just abandoned the platform for an alternative. In music streamer’s case, the hope was that the increased ad load would force users to the paid subscriber tier. Pandora has just experienced that, and maybe radio will be next. There does come a point where too many ads become just too much for listeners. In the past 30 days, Pandora has had 1,289 airings and earned an airing rank of 793 with a spend ranking of 251 as compared to all other advertisers. One of the things that it tried was to increase the number of ads served up to free users, but it looks like that strategy has backfired.Įveryone hates ads, but they’re a necessary evil when it comes to a free service tier. Pandora TV Commercials We don't make the ads - We measure them Sign up to track 84 nationally aired TV ad campaigns for Pandora. The streaming music service Pandora has been in financial difficulty for quite a while now, and it really needs to generate more revenue to stay afloat. ![]() Pandora Learns That More Ads Doesn’t Equal More Subscribers
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