In its latest effort to connect listeners and advertisers, Internet radio service Pandora has launched promoted stations with brands like Taco Bell, Skechers, and Toyota.
In a bid to strengthen its revenue, Pandora has launched promoted stations that partner with advertisers, in a native way.
The Internet radio service noted in a blog post that listeners will see stations where brands act as curators and producers to deliver content from an array of artists and genres.
Branded stations appear as recommendations within station lists, so users will see a brand's content along with their existing stations. Once listeners click on a branded station, it will be added to their list so they can easily return again.
Lizzie Widhelm, vice president of digital at Pandora, says the company is recommending promoted stations next to the stations it recommends based on users' behavior.
The offering is launching with "nearly" 10 advertisers in beta, including Taco Bell, Skechers, and Toyota, and reaches nearly 10 percent of its 76 million listeners. Pandora says it will grow this audience throughout the year.
According to Widhelm, Pandora works with marketers to build a sound for each brand.
Taco Bell's station, for example, includes Leagues' "Spotlight" and Tokyo Police Club's "Hot Tonight", while Toyota says its Toyota Sessions station provides "exclusive access and intimate performances featuring [singer-songwriter] ZZ Ward."
During the beta period, Pandora is testing features like placements for promoted stations, Widhelm says.
Pandora says native, custom-built experiences like promoted stations work well on mobile - which is where 80 percent of Pandora listening happens - by giving advertisers an opportunity to communicate with listeners they want to target by tapping into music to convey the sound of their brand.
"We know that our listeners come to Pandora for discovery, which is just what these stations are," Widhelm says. "That's good for listeners and good for advertisers."
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT