Internet radio station goes commercial after picking up millionth listener in Australia
Internet radio service Pandora has announced that it has hit the one million listener milestone, and is moving onto a commercial advertising basis.
The service has 72 million listeners worldwide
The service was established less than a year ago.
Pandora announced that it will offer a combination of audio and display advertising across all platforms, along with targeting based on age, gender and postcode location.
"The real magic of Pandora is the combination of personalisation and discovery. Once our listeners realise that we play the music they love, and introducing them to music they didn't know of, they almost feel compelled to spread the word. This is what delivers the Pandora experience and drives our user growth," said Jane Huxley managing director, Pandora ANZ.
"Every day in Australia we add new registered users at the rate of one every 30 seconds, and based on their own experiences they in turn introduce others to the service. The average listening time for Australian users is over two hours per day. This loyalty and engagement provide a halo effect that we are inviting brands to tap into."
Pandora said its advertising model comprises audio ads alongside online visuals displayed through the web and app interfaces.
"Mobile monetisation has not followed the steep curve of mobile usage," said Huxley.
Pandora says it has 72 million active users across the US, Australia and New Zealand.