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.
Please login with linkedin to commentADMA Creative School
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]