What Happened
Pandora is planning to bring dynamic creatives to audio ads. The streaming service is teaming up with UK-based dynamic ad tech vendor A Million Ads to target consumers in real time with personalized messages. Brands looking to leverage dynamic audio can record a script with multiple message variations to address listeners based on a range of geographic locations, weather conditions, or calls to action.
Moreover, Pandora also announced it will add support for sequential and cross-platform messaging soon, offering brands more time to explain their products or services over several successive ad spots. These two new ad products will launch later this year in beta.
What Brands Need To Do
Dynamic creative is nothing new in display ads, but to execute it in audio ads on a streaming service is still quite new. Results from our media trial study with Yahoo indicates clear benefits of personalized ads, showing advertisers who utilized personalization saw significant increases in overall favorability and purchase intent. Pandora boasts over 78 million monthly active users, the vast majority of which uses the service on a free, ad-supported tier. Therefore, brand marketers looking to connect with music streamers on Pandora should consider these two upcoming new ad units to reach their target customers more effectively.
Source: AdWeek
