Pandora Unveils 'Muted' Video, Responsive Ads

Pandora, a media brand synonymous with digital audio, Wednesday unveiled a "muted" video ad, as well as a responsive mobile display unit.

Both will be available to all advertisers beginning Jan. 19.

Beta partners, which were given access to the ad formats in June 2016, saw strong increases in time spent with the Responsive Mobile Display formats, as well as experiencing positive results in brand favorability, awareness and message resonance.

These partners included Denny’s, Express, Google, the Lexus Dealer Association and Ascent Protein.

“We are reinventing our mobile display ads to take full advantage of screen real estate and features native to our platform,” stated John Trimble, CRO at Pandora.

A recent survey of Pandora listeners found that 74% said they were more likely to engage with the new formats, and three of four respondents preferred the new ad experiences.



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