![]() But now people use a variety of devices throughout a day, from a PC at work to a mobile phone away from home and a tablet when at home. Cookies worked best in the days a person browses the web on a single computer. ![]() In addition, Pandora doesn’t rely on cookies to identify listeners. Owning listening data for tens of millions of monthly listeners, and a listening history going back nearly 11 years, gives Pandora an advantage over other audio services in giving marketers the best possible results. Pandora owns a few points of differentiation when using sequential messaging. The math is 2 x 2 x 2 = 8, or 2 (the number of options for each variant) to the power of 3 (the number of variants). Because this ad has three variants, Pandora would serve eight different versions. For example, the ad could open with a “Good morning” or “Good afternoon” depending on the time of day, place the listener in a specific city (Los Angeles or New York), mention the weather (“it’s going to be a hot one” or “it’s cold out”), give a call to action (“come grab your iced coffee” or “start your day with a warm pumpkin latte”), and close with the name of the coffee shop doing the advertisement. Different voiceovers will be created for each variant so that each advertisement will be seamless. Doing it “at scale” means Pandora will be able to roll out these multi-variant ads to 81 million monthly listeners, a group large enough that advertisers can reach those specific groups of listeners most likely to respond to a brand’s message.įor years it has been possible to personalize advertising messaging by using targeting and building multiple ad creatives, but here’s how this is different: With A Million Ads’ technology combined internal listener data, Pandora can explore how to stitch together in real time multiple parts - or variants - of audio ads to create a single, personalized ad a single ad. For example, a democrat is more likely to use T-Mobile or Sprint and listen to jazz, soul, funk, reggae and gospel. In addition, through the work of Pandora’s data scientists and third-party data, additional listener attributes can be inferred. First, “real-time personalized creative” means Pandora could experiment with ads that are personalized for a listener based on attributes like gender, age and zip code, while also taking into account factors like the weather, time of day and the listener’s location. Let’s stop for a moment and break down the terms that describe the new audio capabilities. Chief revenue officer John Trimble said A Million Ads’ “tailored, data-driven audio creative in real-time gives us yet another way to help advertisers unlock the power of audio.” The two new audio capabilities - not yet available to advertisers, by the way- are “real-time personalized creative at scale” and “sequential messaging and targeting.” Last week Pandora announced an exclusive partnership with A Million Ads, a UK-based company that specializes in creating dynamic advertising for audio, that will help Pandora experiment with creating more personalized, relevant and effective digital ads. The success of a radio service, which paid $610 million in royalties last year, depends on these innovations. Peruse the Pandora for Brands website and you can see a constant drumbeat of news about advertising products built to attract brands and provide more value to advertisers. Less seen is the innovative advertising side of the company that powers the free radio service. And because Pandora is a publicly traded company, the industry has a fairly transparent view inside. Royalties, licensing negotiations, executive changes, quarterly earnings and new products are widely covered in the media. The music industry knows the music side of Pandora well. Key takeaway: in creating more personalized, dynamic audio ads, new technologies can impact not just Pandora’s free radio service but the company’s entire business as well as its stakeholders.
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