Pandora announces new mobile ad formats

Pandora is set to roll out their first muted video and responsive mobile display ads, adjusting advertisements to any phone screen size.


The announcement:

Pandora to Roll Out Muted Video and Responsive Display Ads to All Advertisers

First in a series of new, native mobile ad formats deliver lifts in time spent, brand awareness and quality clicks

SYDNEY, Australia —January 5, 2017 – Pandora, the go-to music source for fans and artists, today announced it will roll out its Muted Video and Responsive Mobile Display ads on January 19, 2017. Pandora’s new mobile ad formats – the first in its Visual Ad Experience suite – present rich display and video ads within the square space typically reserved for album art and utilise responsive design to seamlessly adjust ads to any phone’s screen size. These new ad formats drive compelling results across the key performance indicators (KPIs) marketers care about most: time spent with ads, brand favourability and intent to purchase.

“We’re really excited to launch this new product into the market and have applied the same expertise that makes us the leader in audio advertising to our new visual ads,” said Chris Freel, Commercial Director ANZ at Pandora. “We have reinvented our mobile display ads to enhance the listener and advertiser experience and have seen great impact with our test partners. This advertising innovation demonstrates our continual commitment to deliver best in class solutions for advertisers and listeners.”

On average, test partners saw up to 50 percent increases in time spent with the Responsive Mobile Display ads and refreshed Mobile 300x250s as compared to previous formats, and double digit lifts in brand favourability, awareness and message resonance.1 And because music drives positive brand association, advertisers leveraging Pandora’s new Muted Video solution saw a 32% increase in listeners spending at least five seconds with the video as well as strong completion rates.

In addition to delivering strong results for brands, these 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.2

Source: Pandora press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.