Pioneer’s video/audio ad campaign on Pandora has generated 10 percent of its total site traffic during the last three weeks, the brand tells ClickZ. Ads on Pandora.com and the music service’s iPhone app will run until the end of March.
“[Our] landing pages have been the third most viewed on the Pioneer web site with the longest average duration of visit,” said Ted Cardenas, director of marketing for the brand’s car electronics division. He explained that the campaign is “very targeted to Pandora users who own an iPhone, with the goal of introducing them to the Pioneer solution that allows them to extend their Pandora listening experience into their car.”
Here’s how the ads are executed on Pandora’s “Internet Radio” iPhone app: a :15 audio spot is accompanied by a static ad tile, which takes up the entire screen. After the audio finishes, music playback resumes and the Pioneer ad tile is replaced by a smaller version that encompasses about 20 percent of the screen. The album art for the currently playing song is displayed on the rest of the screen. Clicking on either ad will pause the app, open the iPhone YouTube player, and stream the appropriate video ad based on the listener’s age.
On Pandora.com, a :15 audio spot runs along with a Flash-animated banner and a static ad tile that includes the song list bar. A Pioneer-branded “skin” appears on the player’s background. When the audio concludes, music playback resumes, but a static banner remains on-screen while the ad tile continues to appear in the song list bar. Clicking on either the banner or tile will pause the player and open a Pioneer web page in a new browser window, which plays an age-targeted video ad.
Cardenas said his Long Beach, CA-based electronics company is also targeting different products to varying age demographics with its ads. Viewers who are aged 15 to 24 get a spot for a $150 AM/FM/CD/USB receiver; 25-to-34-year olds are delivered an ad for a $450 DVD/audio/video receiver; and, those between 35 and 50 will get a promo for an $800 GPS/audio/video receiver.
Last fall, Pioneer tested a similar effort on Pandora with different creative, products, and targeting aspects. Cardenas said the current, more-extensive initiative will be partly judged by click-through rates. “Ultimately, retail store traffic and product sales will also be analyzed,” he said.
Meanwhile, San Francisco-based Pandora announced on Wednesday five new hires to its executive ad sales team: Heidi Browning (Sr. VP of sales); Dan Weiner (VP of sales); Rhonda Bitterman (director of southeastern sales); Alan Simkowski (director of sales); and Glenn Chin (director of strategic partnerships). Browning comes from Universal McCann, Weiner arrives from Fox Audience Network, Bitterman joins from Martha Stewart Living Omnimedia, Simikowski last worked for House of Blues Entertainment, and Chin hails from Electronic Arts.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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