Music streaming website Pandora has announced its new audio advertising solution Audio Everywhere, giving advertisers cross device reach for the first time in Australia and greater access to Pandora’s engaged audience.

The Audio Everywhere advertising solution – which serves up ads to listeners based on their preferences and/or their location – now encompasses connections across mobile, web, tablet, consumer electronics and in-car. In Pandora’s view, as music listener behaviour shifts more and more towards mobility to match users’ on-the-go lifestyles, the integration is an optimal way to help advertisers connect with their customers no matter where they are.

By leveraging the power of personalisation and audio, as well as Pandora’s proprietary targeting capabilities, brands can extend their marketing strategies to the road and in home in a compelling way, delivering brand messages to a captive audience.

“Our audio advertising solutions are driving exceptional results for advertisers. Our listeners are passionate and the most highly engaged in Australia and New Zealand, listening for an average 2.3 hours per day*. This creates a great environment for advertisers,” Pandora commercial director Chris Freel said.

“Due to demand from radio advertisers, we are increasing the opportunity for advertisers to engage with our audience, ensuring the listener experience remains best-in-class.

“Our goal is to continue to make enhancements to our products that keep our listeners coming back to Pandora for personalised music and connecting our advertisers with a receptive and engaged audience.”

The Pandora team is aware that no matter how much technology evolves, its work is far from over. This latest move is just one more step toward the mainstreaming of internet radio for both consumers and advertisers.

*Source: Nielsen, and IAB Digital Ratings (Monthly) Report. Pandora Internal Metrics.