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Land Rover Pandora

Pandora rolls out one-hour sponsored listening feature for all brands

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By Minda Smiley, Reporter

July 27, 2015 | 2 min read

Online radio service Pandora has officially launched its ‘Sponsored Listening’ feature for advertisers that gives listeners an hour of ad-free music once they engage with a brand’s video or interactive media for at least 15 seconds.

According to Pandora, the tool resulted in a 12 per cent increase in brand awareness and 30 per cent lift in purchase intent for advertisers during its beta testing period.

Land Rover was one of the brands who tested the ad format, with a 360 degree video that showcased different views of a car driving through sand.

Brands including Yuengling, Gatorade, and Corona Extra have signed on to use the new product.

Lizzie Widhelm, Pandora’s senior vice president of advertising product strategy and sales, said: “As the competition for consumer attention continues to intensify, brands are looking for advertising products that can help them create a lasting impression and resonate with their target audiences.”

Earlier this month, Pandora selected DigitasLBi’s San Francisco office as its lead media agency as it increases its marketing efforts in the face of rivals such as Spotify and Apple Music.

Land Rover Pandora

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