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Advertising Expands on Pandora

Relationship with AdReady extends mobile ad reach to small, regional businesses

Pandora Internet radio is expanding its relationship with AdReady, which provides software for digital display advertising, in order to go after local and regional business advertising by offering customized mobile ads.

Pandora claims to have more than 65 million registered listeners in the United States; more than half of its daily listening is via smartphones.

The personalized radio service says the mobile banners, which would be free to the advertiser, will complement its Web-based advertising options and enable business to reach customers across multiple platforms. Pandora’s Chief Revenue Officer John Trimble said typically, up-front costs associated with running a mobile campaign have made it difficult for small and medium-sized businesses to advertise on mobile.

The new streamlined platform, he said, “gives local and regional advertisers, from universities and banks to car dealerships and entertainment venues, the ability to implement multi-platform digital campaigns that effectively reach very large local audiences on Pandora.”