Pandora set to take on Oz radio for ad dollars

Pandora set to take on Oz radio for ad dollars

EXCLUSIVE: Music streaming service Pandora is set to take on traditional radio for advertising dollars in Australia by launching its commercial model by the end of the year.

B&T Magazine
Posted by B&T Magazine

Jane Huxley (pictured), Pandora’ head of operations in Australia and New Zealand, confirmed to B&T that the company’s local arm is now hiring sales staff and that the ad funded model should be in place in a matter of months.

"The way I’ve rolled out Pandora here is first and foremost to grow its audience and the brand,” said Huxley, who said Pandora is here to take on traditional radio. “We’re looking to disrupt the traditional radio stations," she said. 

Huxley said now Pandora has a large enough audience it can look to package that audience and start selling it to advertisers.

"We’re primarily an ad funded model, so over 90 per cent of our revenue will come from ads.I’m hiring now, looking for sales people for Australia and New Zealand, and I will be looking to turn the commercial model on this calendar year," added Huxley.

Jane Huxley will be part of the expert panel providing insights about Startup Culture at MAD Week. For more information on this event click here