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Pandora Listeners Receive More Uninterrupted Hours with Full Roll-out of Sponsored Listening

General Availability of Pandora’s Sponsored Listening Advertising Product Delivers Less Interruption for Listeners and More Engagement for Brands

OAKLAND, Calif.--(BUSINESS WIRE)--Jul. 27, 2015-- Pandora (NYSE:P), the leading Internet radio service, today announced that its latest engagement-based advertising product, Sponsored Listening, is now available to all advertisers. The product gives Pandora users an hour of uninterrupted listening following their engagement with a brand’s video or rich media unit at the beginning of their session. This launch follows a beta period initiated in September 2014 during which Sponsored Listening received positive feedback from Pandora’s listeners and produced a measurable return on investment for advertisers.

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Sponsored Listening's interactive 360-degree product views on Pandora. (Photo: Business Wire)

Sponsored Listening's interactive 360-degree product views on Pandora. (Photo: Business Wire)

During the beta testing period for the product, Sponsored Listening resulted in a 12 percent lift in brand awareness and a 30 percent lift in purchase intent for advertisers. Consumers also praised the product via Twitter and Facebook, stating that they loved the experience.

Tweet This: Pandora Sponsored Listening offers listeners one hour of uninterrupted music in exchange for quality engagements:

“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,” said Lizzie Widhelm, Pandora’s senior vice president of advertising product strategy and sales. “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.”

In addition to being available for all Pandora advertisers, Sponsored Listening now also offers advertisers more creative opportunity. In the beta phase, video ad units or swipe-able slideshows initiated the hour of uninterrupted listening. Now, with general availability, a brand can also introduce additional rich media units, such as interactive 360-degree product views, in advance of the sponsored hour. In addition to advertisers like Land Rover North America that have extended from the beta phase to general availability, new brands leveraging Pandora’s Sponsored Listening solution post-beta include: Corona Extra, Gatorade, truTV and Yuengling.

“The Sponsored Listening offering is unique, and we jumped at the opportunity to align with this attention-based service during the launch of the new Discovery Sport,” said Kim Kyaw, digital marketing and social media manager at Land Rover North America. “Pandora’s Sponsored Listening product allowed consumers to engage with the vehicle – by watching a video or by interacting with a 360 degree unit – for at least 15 seconds. Opportunities to engage with our consumers around new vehicle launches within premium listening environments are difficult to find.”

More information about Pandora’s Sponsored Listening product is available here.


Pandora (NYSE:P) gives people music and comedy they love anytime, anywhere, through connected devices. Personalized stations launch instantly with the input of a single "seed" - a favorite artist, song, or genre. The Music Genome Project®, a deeply detailed hand-built musical taxonomy, powers the personalization of Pandora® internet radio by using musicological "DNA" and constant listener feedback to craft personalized stations from a growing collection of more than one million tracks. Tens of millions of people turn on Pandora every day to hear music they love. www.pandora.comPandora Blog | Pandora LinkedIn | @PandoraPulse

Source: Pandora

Pandora Public Relations
Jette Speights, 415-385-8829
Pandora Investor Relations
Palmira Farrow, 510-842-6960