Pandora Advertising

Why Pandora Advertising?

Pandora is a streaming service that uses AI to allow millions of daily interactive users to find audio content that appeals to them. People using this streaming service can enjoy a wide variety of music, podcasts, and other audio content. Pandora features audio ads, video ads, and many branding and digital marketing options.

Audience Size

As of 2020, Pandora had approximately 58 million users, with over 6 million paid subscribers. The average Pandora user will typically use the platform for more than two hours each day, commonly while working. The platform encourages active engagement by ensuring listeners interact with the system to customize their experience and song selection to their preferences.

Audience Targeting

Pandora reaches a diverse audience with over 10 billion streaming stations in its database. You can run targeted ad campaigns that directly relate to the ideal audience you’re looking to reach. All you have to do is choose the most appropriate population for your brand.

Free and paid users submit their information during the registration process, allowing Pandora to associate the more than 1 billion different behavioral data points it collects on its users with demographic data. This data collection, along with the musical AI, enables you to target the perfect audience for your campaign.

The 2020 Statista report shows that Pandora’s recent active user age groups are:

• 18 to 24 years: 11%
• 25 to 34 years: 28%
• 35 to 44 years: 21%
• 45 to 54 years: 17%
• 55+ years: 22%

Nearly 50% of Pandora’s users are between 18 and 34. This age group is likely to have more spending money for products and services that you offer through Pandora advertising services. The wide range of users in each age group and the high engagement on the platform can provide a meaningful impact on your reach and branding.

Types of Ads You Can Run on Pandora

Pandora offers a multitude of advertising opportunities that are flexible to meet unique business goals. From simple image advertisements to unskippable ads and more, you will be able to create a cost-effective marketing campaign that reaches your ideal audience.

Pandora Music Content Ads

Pandora’s music content advertisements allow brands to curate a variety of customized radio stations and playlists that convey the heart of your brand’s message. Of course, there are multiple options that you can explore to meet your particular goals better.

Available types of music content ads include:

• Brand stations – target your goal demographic with half of the ads on chosen stations
• Artist programs – align your brand with one or more musical artists that connect with your ideal audience
• Branded stations – a custom playlist that captures the essence of your brand with the addition of ad spots throughout the playlist to cement the connection more strongly
• Sponsored stations – increase your advertising reach by getting all the ads on stations you sponsor

These musical content advertisement opportunities are ideal for businesses that want to strengthen their brand image and message. Your business can connect with the best demographics to maximize your reach through emotional associations.

Pandora Music Audio Ads

Music audio ads are most similar to hearing an advertising audio spot on your local radio station, with the additional benefit of a visual branding element. The platform provides numerous opportunities to advertise between songs.

Popular forms of music audio ads include:

• Platform-specific – run short audio ads that can last 10 and 30 seconds between songs along with a visual element
• Audio everywhere – this feature allows users to extend their platform-specific use beyond their handheld mobile device
• Sequential audio – You can use Pandora’s technology to release audio ads to tell your brand story sequentially.
• Dynamic audio – Advertisers use dynamic audio ads to tailor the ad to specifics of the user, like their location or interests.

Pandora’s music audio ads are ideal for highly-targeted marketing campaigns that need to connect listeners with your brand.

Pandora Music Video Ads

Pandora offers a variety of music video ad placements for visual ads and video ads that show your consumers how valuable your brand is in their daily life.

Available music video ads you can use include:

• Platform-specific video – heighten engagement with a full-screen visual presence
• Video everywhere – use this standard banner that runs while users listen to their playlists without interrupting their enjoyment of the platform.
• Sponsored listening – this feature allows users to enjoy a full hour of free content after interacting with your advertisement for a specific period.
• Mobile muted video – this mobile-only feature allows users to decide to unmute and interact with a direct call-to-action and an easy-to-click link to your website.
• Video plus – non-paying users can opt-in to this beneficial advertisement feature to skip or replay songs more frequently by engaging with your marketing content.
• Display everywhere – a cost-effective marketing tool that is available on every device the individual uses to access Pandora
• Responsive mobile display – your ad images can take the place of the album cover for playlist songs.

The wide array of marketing options allows you to better reach your ideal audience in a visually engaging way that helps them remember your brand more clearly. Depending on current ad availability, you will also be able to take your pick of ad run time from 10 to 30 seconds.

How Much Does it Cost to Advertise on Pandora?

Pandora runs their ad spaces on a CPM, or cost per one thousand impressions, standard. Each available ad space with Pandora has different cost settings to make it easy to choose the ad campaign that matches your brand’s marketing budget and business goals.

Typical Ad Production Costs

Ad production is never cheap, but brands recognize that good production value translates to good customer connection.  As you can create both audio and video ads for Pandora, your costs will largely be determined by the type of ad you’re running, the total number of actors you’ll be using, and things of that nature.

More often than not, it will be less expensive to produce an audio ad than a video ad. However, if you’re hiring a celebrity to provide the voiceover work, you can expect the costs to be significant.

Typical Pandora Media Costs

The typical costs of Pandora media will vary depending on the specific type of campaign you choose to run on their platform. Take a look at these average costs per thousand views of each type of media you can run, which include:

• Visual advertisements – $5 to $7 per thousand views
• Audio advertisements – $8 to $12 per thousand views
• Video advertisements – $15 to $25 per thousand views

These are the average costs when you go directly through Pandora advertising services. Depending on your goals and your budget, you may find remnant advertising as an effective tactic to improve your return on investment.

No matter which type of ad you run, you will find that Pandora ads will help:

• Increase brand awareness
• Reach your audience
• Increase revenue

Each ad you choose to run on Pandora allows you to track various valuable metrics to help you effectively gauge the campaign’s impact. These metrics include:

• Impressions
• Clicks
• Quartile rate
• Completion rate
• CTR
• Time on the landing page
• Unmute rate
• Social shares
• Time spent on ad

Different ad campaigns will offer distinct sets of metric data that Pandora tailors to each type of campaign media. You will be able to explore each set of information to track every aspect of your marketing campaign. These valuable tools help you hone in on the most effective strategy.

Buying Remnant Ads on Pandora

When you purchase ads with The Remnant Agency, you will be able to reach a significantly larger audience with your existing media buying budget. We buy unsold premium ad space at a significant discount just before the spots expire, allowing us to maximize our client’s budgets.

Our main goals when it comes to running Pandora ads are:

• Maximizing your ROAS (return on ad spend)
• Increasing brand awareness
• Reaching your entire target audience
• Creating value for our clients

At The Remnant Agency, we’ve worked with many brands and businesses to grow visibility and drive sales through Internet radio platforms like Pandora and Spotify. If you’re interested in learning more about buying remnant advertising on Pandora, contact our team to schedule a consultation.