Pandora’s Programmatic Audio Marketplace Enters General Availability

Today’s news marks a crucial chance for advertisers to reach the largest addressable audience in the streaming audio area. Pandora owns the largest stock of digital audio content in the United States, and 92% of its audience is ad-supported– more than double the size of its competition.

“As the biggest publisher of digital audio in the United States, Pandora is uniquely equipped to meet the evolving requirements of online marketers now and in the future,” said John Trimble, Chief Earnings Officer of Pandora. “We’ve reached a considerable tipping point in audio where automation, voice-activated technology and other developments are bringing sweeping modifications to the landscape– and as a result, the demand for effective programmatic audio is booming.”

Pandora’s audio programmatic option was launched in beta February 2018, and has actually been leveraged by more than twenty brand name partners consisting of P&G, Gatorade and Sony Pictures. Early outcomes from programmatic audio promotion revealed a considerable return on ad spend and increases to in-store traffic.

“Marketers today can stimulate a psychological connection with their audiences straight through sound,” stated Gina Hardy, Head of Consumer & & Athlete Engagement, Gatorade. “Thanks to the capability to access Pandora’s wealth of audio inventory, we’ve been able to tackle some of Gatorade’s most effective projects through programmatic buying and utilize quality audio ads to link directly with our listeners while they take pleasure in the individualized music they love.”

“Programmatic is a key reach vehicle and bringing digital audio into the mix is an excellent way to expand that reach,” stated Craig Stimmel, who leads digital collaborations at P&G. “This addition will assist take friction out of the system and allow actual time optimization so our brand names can more quickly find their customers while delivering maximum returns.”

“Our users are incredibly engaged with our content, spending over 24 hours monthly listening,” stated Trimble. “By increasing our ad-supported offerings we are opening additional profits streams and increasing Pandora’s monetization capabilities.”