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Pandora Launches Promoted Stations in Beta

Advertisers wanted the change, says the streaming audio service

Pandora has beta launched a “promoted stations” feature.

The streaming audio firm says the new integration presents the first time Pandora has looked to monetize its station lists “in a native way,” a spokesman tells Radio World.

Promoted stations, driven by advertiser demand, can provide curated, branded stations for Pandora listeners who are seeking a new listening experience, according to the company.

The new offering launches with nearly 10 advertisers in the beta including Taco Bell, Skechers and Toyota. It reaches some 10% of listeners, Pandora believes.

Native, custom-built experiences like promoted stations work especially well on mobile — where 80% of Pandora listening happens — by giving advertisers an opportunity to communicate directly with listeners they want to target by tapping into music to convey “the sound of their brand,” according to the spokesman.

Pandora says the new offering has custom content.