More NewsJango Creates an Ad Network Based on Music Affinity

Jango Creates an Ad Network Based on Music Affinity

"Artist clusters" approach to media sales will be extended to partner sites.

Internet radio player Jango has launched a vertical ad network with targeting based on what it calls “artist clusters.”

Clusters are determined by users’ listening preferences, and can be based on genres of music or more narrowly defined groups of artists. The thinking goes, a particular advertiser may discover fans of certain artists provide higher click-through and engagement metrics. In a recent test, Jango matched advertiser Dodge with an artist cluster that includes Keith Urban and Justin Timberlake. Armani Exchange was paired with an artist cluster containing Coldplay and John Mayer.

The new network will extend that approach to a range of partner sites, including Ultimate Guitar, LyricsFreak.com, and other streaming music services, blogs, lyrics sites, Web zines, and fan sites. Advertisers include Microsoft Zune, Amazon, US Cellular, and Gevalia.

Ad targeting is honed over time for each brand. “If we don’t have any experience with a certain category, product, or advertiser, the way we start is by running an advertiser on all different artist pages,” said Jango CEO Dan Kaufman. Kaufman said a Hollywood advertiser is testing trailers for a pair of movies: one horror film and another romance. Results are then compared by artist content pages and the favorable artists and music genres are identified for the campaigns. “The next time we do a campaign for something similar, we’re going to at least have a starting point.”

Budgets typically start at $10,000 for a CPM-based ad buy, though “pricing is flexible depending on the size of the buy,” said Kaufman. “And it also depends on if it’s an area where we’re trying to get knowledge that we’re trying to offer to advertisers.”

Jango also has a existing relationship with an outside sales rep firm, Q1 Media, which it will continue to work with to sell inventory across the network.

Simultaneous to the network launch, Jango is exiting its beta phase. A redesign of the site went live the Saturday before the Jango Music Network was announced yesterday.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts