Pandora opens for ad business

Pandora opens for ad business
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Music streaming service Pandora is launching its assault on the local radio advertising market after it hit the magic million in mid-November.

Last month, less than one year after launching in Australia, Pandora reached the million registered users mark.

The platform is now making its listeners available to advertisers with audio ads and online visuals to run across its web, mobile and tablet apps.

The visual ads will be triggered only when the listener is interacting with the app and there is a limit of one minute of audio ads per every hour of music.

The one minute per-hour ads will run in singular blocks of either 15, 20 or 30 seconds and can be targeted based on age, gender and postcode location.

Jane Huxley, managing director of Pandora Australia and New Zealand, said mobile monetisation has not kept pace with the rise of mobile usage, but she believes Pandora may have the answer.“We believe the antidote to this will be in the combination of the right ad units, particularly audio and targeting, which really take advantage of the device and our understanding of the individual who owns it. Personalised free radio and mobile devices have formed the perfect fit, driving mobile usage of Pandora to around 70% of the base,” Huxley said.

Huxley said Pandora adds one new registered user every 30 seconds and the average listening time for Australian users is more than two hours per day.

“This loyalty and engagement provide a halo effect that we are inviting brands to tap into.”

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