Pandora launches music genre sponsorships for advertisers in Australian market

Australian advertisers can now connect with Pandora listeners by genre, through a curated ‘music moments’ sponsorship offering.

The music streaming channel will give brands the opportunity to sponsor a genre, with more than 20 genres and 200 stations to choose from.

Genres including ‘Love Songs’, ‘Workout’, ‘Wind Down’, ‘Driving’, ‘Gaming’, ‘New Music’ and ‘Women in Music’ are available to sponsor, and each station within a genre will have its own ad break.

The new sponsorships, which were launched in the United States in 2012, minimise interruptions for listeners and give brands 100% share of voice across the stations for one month.

Pandora’s offering, available in Australia for the first time, aims to give brands the opportunity to reach listeners in a contextually relevant environment and build brand association.

A study conducted in the US in the last quarter of 2016 on product level normalities suggested the genre sponsorships were a success, with a 73% lift in brand message association for sponsors.

Chris Freel, Pandora’s commercial director for Australia and New Zealand said the sponsorships offer “deep targeting opportunity” by engaging listeners at “relevant” and “impactful” times.

“Whether it is a sportswear retailer or healthcare provider targeting people while they workout, or a clothing brand targeting people getting ready for Christmas, the ability to engage people with a tailored message in context is extremely powerful,” Freel, said.

“We have already had strong interest from advertisers, following our first successful campaign for the Workout genre sponsorship, and feedback from Pandora users has been really positive.”


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