Global music streaming platform Pandora has announced it will introduce muted video and responsive mobile display ad formats for advertisers later this month.
The new native mobile formats are the first instalment of Pandora’s Visual Ad Experience suite – designed to present rich display and video ads within the square space typically reserved for album artwork, and utilise responsive design to seamlessly adjust ads to the screen size of any phone.
According to Pandora, the new ad formats drive compelling results across the KPIs marketers care about most – time spent with ads, brand favourability and intent to purchase.
Test partners experienced increases of up to 50 per cent in time spent with the responsive mobile display format and the refreshed mobile 300x250s format compared to previous formats, as well as double-digit growth in brand favourability, awareness and message resonance, Pandora noted.
Furthermore, advertisers who tested the streaming service’s new muted video format saw a 32 per cent rise in the number of listeners who spend at least five seconds with the video ad.
Pandora also recently conducted a survey of its listeners, with three out of four saying they prefer the new ad formats, and 74 per cent saying they were more likely to engage with the new formats.
Chris Freel, Pandora’s commercial director for Australia and New Zealand, said the new ad formats demonstrates the streaming service’s continual commitment to deliver the best solutions for advertisers and listeners.
“We have reinvented our mobile display ads to enhance the listener and advertiser experience, and have seen great impact with our test partners,” he said.
Pandora’s new ad formats are scheduled to be rolled out on 19 January.