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Pandora has announced the rollout of its “Sponsored Listening” initiative, which it states will deliver less interruption for listeners and more engagement for brands, with the product now available for all advertisers.Sponsored Listening provides users an hour of uninterrupted listening following their engagement with a brand’s video or rich media unit at the beginning of their session, with its launch following a beta period which commenced in September last year.
Pandora stated the beta period delivered positive feedback from listeners, while producing a measurable return on investment for advertisers, resulting in a 12 per cent lift in brand awareness and a 30 per cent lift in purchase intent.
“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,” Lizzie Widhelm, Pandora senior vice president of advertising product strategy and sales, commented.
“Sponsored Listening enhances our suite of engagement-based advertising solutions by building on products such as Brand Stations, and is another manifestation of our philosophy that what’s good for the listener is good for the advertiser.”
