Pandora USA announced an exclusive partnership with A Million Ads, a global leader in dynamic creative and personalisation for digital audio, to become the first publisher to bring the dynamic capabilities popular in display and video advertising to the audio marketplace.
“Dynamic audio advertising is a natural extension of the best-in-class personalisation we bring to the music listening experience on Pandora every day,” said Chris Freel, Pandora’s commercial director for ANZ.
“Our massive data set, combined with A Million Ads’ ability to deliver tailored, data-driven audio creative in real-time, gives us another innovative way to help advertisers unlock the power of audio. We will look to adopt this technology in Australia and New Zealand.”
Leveraging a variety of listener demographic and consumption data, Pandora USA and A Million Ads will give marketers two new tools to reach Pandora’s 81 million active listeners:
- Real-time personalised creative at scale: Build and serve personalised audio ads to listeners based on attributes like gender, age and post code through a single tag. These real-time ads also take into account variables such as location, time of day and weather, and allow advertisers to create thousands of versions of an audio ad easily and efficiently.
- Sequential messaging and targeting: Capture attention by telling a story over time through sequentially targeted audio ads that provide listeners with new pieces of information about a brand or product. Campaigns that tell a brand story before asking people to make a purchase have been proven significantly more effective than ones that immediately focus on people to take an action.1
“As the industry leader, Pandora sets the bar for digital audio advertising and consistently offers marketers solutions that harness the power of music to effectively reach millions of consumers,” said Steve Dunlop, founder and chief executive officer of A Million Ads.
“Together, we will revolutionise what listeners experience from an ad-supported music streaming experience and deliver new dynamic and personalised ways to capture attention and drive ROI for advertisers.”
- Source: The Science of Social Advertising, A Research Study on Sequenced for Call to Action vs. Sustained Call to Action, May 2014
The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]
Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]
Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]