Pandora Scores Big Advertisers For New Auto Platform
Pandora is rolling out an in-car advertising platform this month with BP, Ford Motor Company, State Farm, and Taco Bell. The company says advertisers will have the opportunity to reach car-bound audiences with audio spots that will run across the 130 vehicle models that include a native Pandora integration in addition to the more than 270 aftermarket automotive devices that feature the personalized radio service. The company will introduce listeners to the in-car advertising experience by delivering fewer audio ads than on any other Pandora platform.
Pandora, which today reported more than 76.2 million active monthly listeners and more than 1.58 billion listening hours across all platforms in December 2013, is currently available on nine out of the 10 best-selling passenger vehicles. More than 4 million unique users have activated Pandora through a native integration across the 23 major auto brands and eight aftermarket manufacturers on the company’s partner roster, representing an increase of 244 percent from the same time last year.
Pandora Chief Marketing Officer Simon Fleming-Wood said, “Nearly half of all radio listening takes place in the car. We knew early on that to redefine radio, we would need to seamlessly deliver Pandora through in-dash entertainment systems. With an 8.6 percent share of total U.S. radio listening and unmatched growth and adoption of Pandora in the car, we are now seizing the opportunity to connect advertisers with a more targeted audience than traditional radio can provide.”
Ford Motor Company Digital Marketing Manager Erica Bigley said, “As an innovation leader, we knew early on that a vibrant app ecosystem was essential to the success of our technology platform and with the vehicle as the traditional home of radio, we were the first to bring the personalized Pandora experience to customers via SYNC®AppLink™. This next partnership phase lets us effectively reach highly engaged customers where they are most likely to enjoy radio and is incredibly exciting for our business.”
State Farm Advertising Director Ed Gold said, “State Farm was a Pandora early-adopter. People are passionate about their music and their cars. With so much music being consumed in the car, Pandora automotive platforms allow listeners to customize that experience and we are excited to be able to connect with consumers in that environment.”
Taco Bell Chief Marketing Officer Chris Brandt said, “Taco Bell fans are passionate about music, and we want to continue to share moments of music exploration and discovery with them. We’ve already been able to reach fans by Pandora via their mobile devices, and now the latest in-car platform will allow us to reach them in their car during mealtime moments when our message is most relevant.”
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