For example, a democrat is more likely to use T-Mobile or Sprint and listen to jazz, soul, funk, reggae and gospel. In addition, through the work of Pandora’s data scientists and third-party data, additional listener attributes can be inferred.
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First, “real-time personalized creative” means Pandora could experiment with ads that are personalized for a listener based on attributes like gender, age and zip code, while also taking into account factors like the weather, time of day and the listener’s location. Let’s stop for a moment and break down the terms that describe the new audio capabilities. Chief revenue officer John Trimble said A Million Ads’ “tailored, data-driven audio creative in real-time gives us yet another way to help advertisers unlock the power of audio.” The two new audio capabilities - not yet available to advertisers, by the way- are “real-time personalized creative at scale” and “sequential messaging and targeting.” Last week Pandora announced an exclusive partnership with A Million Ads, a UK-based company that specializes in creating dynamic advertising for audio, that will help Pandora experiment with creating more personalized, relevant and effective digital ads.
The success of a radio service, which paid $610 million in royalties last year, depends on these innovations. Peruse the Pandora for Brands website and you can see a constant drumbeat of news about advertising products built to attract brands and provide more value to advertisers.
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Less seen is the innovative advertising side of the company that powers the free radio service.
And because Pandora is a publicly traded company, the industry has a fairly transparent view inside. Royalties, licensing negotiations, executive changes, quarterly earnings and new products are widely covered in the media. The music industry knows the music side of Pandora well. Key takeaway: in creating more personalized, dynamic audio ads, new technologies can impact not just Pandora’s free radio service but the company’s entire business as well as its stakeholders.
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