Pandora begins offering in-car audio advertising

New offering sees start of audio advertisements for the Internet radio streaming company's customers using its in-car applications, and is supported by BP, Ford Motor Company, Taco Bell and State farm

US-based Internet radio streaming company, Pandora, has begun rolling out advertising solutions across its in-car offering this month.

Several notable brands including BP, Ford Motor Company, Taco Bell and State Farm have signed up to the new offering, which Pandora claims will give them a more targeted opportunity to connect with audiences.

Advertisers can choose from 15 and 30-second audio spots, which will run across all 130 vehicle models with a native Pandora integration, along with 270 aftermarket devices featuring its service pre-installed.

In a potential big to avoid user backlash, the company said it will initially deliver fewer audio ads to in-car listeners than on any other Pandora platform. Those with a Pandora One premium account, however, will continue to access an ad-free service.

Pandora Chief Marketing Officer (CMO), Simon Fleming-Wood, pointed out nearly half of all radio listening takes place in the car. “We knew early on that to redefine radio, we would need to seamlessly deliver Pandora through in-dash entertainment systems,” he said.

“We are now seizing the opportunity to connect advertisers with a more targeted audience than traditional radio can provide.”

Pandora claims to have an 8.6 per cent share of the total US radio listening audience, or 76.2 million active monthly listeners, and is available in nine of the 10 top-selling passenger vehicles today. More than 4 million unique users have activated Pandora through a native integration in vehicles, it stated.

Ford Motor Company digital marketing manager, Erica Bigley, said the new advertising offering will allow it to reach highly engaged customers in an environment “where they are most likely to enjoy radio and is incredibly exciting for our business”.

According to Taco Bell CMO, Chris Brandt, the fast food chain’s fans are passionate about music, making Pandora a good advertising option.

“We want to continue to share moments of music exploration and discovery with them,” he said in a statement. “We’ve already been able to reach fans by Pandora via their mobile devices, and now, the latest in-car platform will allow us to reach them in their car during mealtime moments when our message is most relevant.”

The decision to launch the new in-car ad offering comes as a recent article in the <i>Sydney Morning Herald</i>reported Pandora’s efforts to data-mine an individual listener’s music preferences in order to better targeted advertising to them.

As quoted in the article, Pandora chief scientist, Eric Bieschke, claimed it was “becoming quite apparent to us that the world of playing the perfect music to people and the world of playing perfect advertising to them are strikingly similar”.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in