|Pandora Introduces Promoted Stations|
New Ad Unit Integrates Brands’ Custom Content into Pandora’s Station Recommendations for Listeners
Currently, Promoted Stations are being served to roughly 10 percent of Pandora’s 76 million monthly users. Listeners that are part of the beta launch will have these stations auto-populate, one station at a time, in the “Stations You Might Like” sections of their playlists. This allows listeners browsing for their next listening experience to consider a brand’s content alongside existing and other recommended stations.
“We are relentlessly focused on advertising solutions that enhance both
the listener and advertiser experiences,” said
Pandora created the Promoted Stations feature after seeing increasing
demand for custom content from advertisers. Pandora consults with
advertisers to produce content in a variety of ways based on the
listening experience brands want to create for their respective
audiences. This can entail custom content from an artist or a mix of
songs powered by Pandora’s
Advertisers in the beta launch include: Kleenex® Brand,
Pandora will continue to grow the number of brands participating in the beta rollout and to test the positioning of promoted stations within the station list. Listener exposure to Promoted Stations will grow throughout the year as Pandora fine-tunes the listener experience. All Promoted Stations will feature the personalized listening and advertising experience that users have when they visit every station on Pandora.