Online radio service Pandora confirmed Tuesday that it will integrate its
audience data into the Strata and Mediaocean media-buying platforms. The move will allow advertisers to compare Pandora’s audience ratings side-by-side with terrestrial radio stations
That in turn could bolster Pandora’s ad sales by making it easier for agencies and marketers to plan, buy and process digital radio
advertising. Until now, radio ad buyers using Strata and Mediaocean had to manually research Pandora’s audience data.
The two ad systems will now import
Pandora’s local and national ratings information from Triton Digital into their software platforms. Without mentioning Strata or Mediaocean specifically, Pandora CEO Joseph Kennedy discussed how
the integrations would benefit the company, while speaking last month at an industry conference.
“One -- it makes it immediately evident, in comparable
terms, the size of the Pandora audience opportunity that we can bring to an advertiser, and second -- it makes Pandora as easy to buy as those FM stations,” he said.
Kennedy added that the company’s sales force would still have to work closely with each client, “but it is a fundamental enabler for our further entry into
the radio ad markets.”
Pandora reported having an 8.03% share of the total U.S. listening audience in January, up from 5.55% in the year-earlier period.
Active listeners reached 65.6 million, up 38% from 47.6 million a year ago. And listener hours were 1.39 billion, a 47% increase from 952 million.
For its third
quarter ended Oct. 31, the company posted a profit of $2.1 million -- or a penny a share -- up from $638,000, or break-even, a year ago. Revenue increased 60% to $120. But Pandora in December saw its
share price fall steeply when it warned of slower revenue growth in its fourth quarter, ending Jan. 31. It reports Q4 earnings on
Mediaocean CEO Bill Wise suggested the alliance with Pandora would release pent-up demand from buyers. “Mediaocean’s clients -- the
major holding companies and independents in North America and Europe who use our systems to manage over $100 billion in media spend a year -- have long expressed a desire to spend far more heavily in
digital radio generally, and Pandora specifically,” he said in a statement.
Mediacocean was formed last year through the merger of Donovan Data Systems and
MediaBank. Pandora said the Strata integration was completed in January, while that with Mediaocean is currently in beta testing, with the full-scale rollout scheduled for the end of April.