Internet radio service Pandora says its Sponsored Listening advertising product is now available to all advertisers.
The product gives Pandora users an hour of uninterrupted listening following their engagement with a brand’s video or rich media unit at the beginning of their session. This launch follows a beta period that started in September 2014. Users gave Pandora positive feedback about the test, which resulted in a 12% lift in brand awareness and a 30% lift in purchase intent for advertisers, according to the streamer.
Pandora says that Sponsored Listening now also offers advertisers more creativity. For instance, with general availability, a brand can also introduce additional rich media units, such as interactive 360-degree product views, in advance of the sponsored hour, as well as slideshows and videos, as were offered in the beta test.
Brands that have signed on to use the solution post-beta include: Land Rover, Corona Extra, Gatorade, truTV and Yuengling.
