How does Pandora leverage its data for advertisers?Īdvertisers love to know they can buy moms, Hispanics, Republicans. We’re helping marketers solve for viewability, but we’re also taking the power of our logged-in user base and helping them find the right audience. FOX really wants guaranteed impressions on trailers for its fall shows, “Gotham” and “Mulaney.” We offer mobile listeners the opportunity to watch a trailer for an hour of ad-free listening. With “Sponsored Listening,” we get listeners into the habit of giving a little bit of attention for a lot of value. What does that mean for your listeners and your advertisers.Ī lot of millennials think ads suck, but marketers very much need that audience to be the future consumers of their products. Like Spotify, Pandora has begun to roll out video ads with its new “Sponsored Listening” ad product. Delivering for the artist and the fan is going to be what allows our advertiser to win, too. Understanding whether artists are similar to them is interesting data for them, too.
Partnering with us to understand who listens to Emancipator, what areas they live in, that would help them get optimal sell-through of tickets. So if I’m an artist - say, Emancipator - and I’m going on tour, I’d like to understand where I should perform. Pandora’s new “Artist Marketing Platform” also seems relevant here, right? I’m most excited about getting those 76 million to listen for longer, and we’re seeing that happen. At some point, it’s about time spent, because there’s only so many Americans. There’s 316 million addressable Americans, and we have over 250 million registered users and over 76 million monthly active uniques. There’s the number of uniques, and there’s the time spent. Pandora’s active user growth has begun to plateau. Curating a really great art experience doesn’t mean you need every piece of art ever made. But we want the very next song you hear on any station to be the best song. If there’s a specific song that a lot of people are requesting, it gets added. I don’t think it’s holding us back, because if it was, we would fix it.
In comparison to services like iTunes Radio, Spotify Radio or Beats Music, however, Pandora’s library of 1.5 million songs is relatively small. When it comes to personalized radio, we do it better than anybody, and our scale proves that.
You’re not having to curate a playlist or be your own DJ. For us, it’s personalized, it’s music discovery, it’s easy - those are some of the key differentiators. It’s important to differentiate categories within the music-streaming space, as not all services offer the same listening experience.
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