 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.” |
