Pandora says its new visual ad experience is a series of native, mobile ad formats that make rich media, video, and display ads more impactful and effective for marketers. It will give listeners more control over the ads they see. The ads launch in beta this summer with Express and the Lexus Dealer Association, and will be available to all advertisers later this year.
Pandora says the ad experience lives within the square space that houses album art and includes the ability for listeners to swipe vs. tap to dismiss. It also allows advertisers to measure key signs of listener engagement including time spent and viewability, and supports IAB standard ads as well as programmatic needs.
Pandora says during a pilot phase, the number of listeners who engaged with an advertiser’s landing page for more than 30 seconds doubled.
The ad experience includes:
– New Responsive Mobile Display: In addition to enhanced 300×250 mobile ads, the new creative ad canvas automatically adjusts to the size of the phone’s screen and lives within the square space that houses album art.
– This also applies to the visuals accompanying audio ads and first-impression takeover ads.
– Introduction of Muted Video: Advertisers can serve their video — on mute — within a responsive display unit, accommodating the popular 1×1, 4×3, and 16×9 ratios.
– Listeners tap on the video to unmute and watch in a full-screen view. This gives listeners more control over their ad experience and brands a new opportunity to deliver video on Pandora.
Read More HERE.
Dear Pandora – when I’m streaming audio on mobile, the LAST freakin’ thing I could possibly want is a bandwidth-sucking VIDEO ad playing on the device that issssssssssssssssss NOT in my hand, screen facing me, but tucked away in my pocket.
When I’m listening to audio – on my phone, even on my desktop, I turn it on, HIDE THE TAB, and carry on with what I’m doing. I don’t stare blissfully at album art while the tune plays. Streaming audio doesn’t get VIEWERS like streaming video. You’re not YouTube.
Combatting or deflecting these significant, ad-on specialties would take, dare I say, a “Thearte Of The Mind” approach.
Anybody remember how to do that….?