Pandora Ad Partnership Allows Real-Time, Sequential Personalized Ads

Pandora is working with A Million Ads in an exclusive partnership for real-time personalized ads and sequential messaging and targeting, it said in a Thursday announcement. The combination of Pandora’s “massive data set” with A Million Ads’ ability to deliver tailored, data-driven audio creative in real time will help advertisers “unlock the power of audio,” said Pandora Chief Revenue Officer John Trimble. Marketers will be able to build and serve audio ads to listeners based on attributes including gender, age and ZIP code through a single tag, factoring in location, time of day and weather, Pandora said. Advertisers will be able to create “thousands” of versions of an audio ad easily and efficiently, it said. Through sequential messaging and targeting, advertisers will be able to capture attention by telling a story over time through sequential ads that give listeners new pieces of information about a brand or product, Pandora said. Campaigns that tell a brand story before asking people to make a purchase have proven “significantly more effective than ones that immediately focus on people to take an action,” it said.