John Trimble, chief revenue officer at Pandora, stated: “Our massive data set, combined with A Million Ads’ ability to deliver tailored, data-driven audio creative in real-time, gives us yet another way to help advertisers unlock the power of audio.”
Using a variety of listener demographic and consumption data, Pandora and A Million Ads said they’ll offer marketers two new tools to reach Pandora’s 81 million active listeners:
--Real-time personalized creative at scale: Personalized audio ads will be served to listeners based on attributes like gender, age, and Zip code through a single tag. The real- time ads will also take into account variables such as location, time of day, and weather and allow advertisers to create thousands of versions of an audio ad.
--Sequential messaging and targeting: Advertisers will be able to build listener attention by telling a story over time through sequentially targeted audio ads that offer listeners new pieces of information about a brand or product. Pandora said research has shown that campaigns that tell a brand story before asking people to make a purchase have been proven significantly more effective than ones that immediately focus on people taking an action.
Jonathan Eccles, Group Product Manager, Pandora told Real-Time Daily via email: "Building audio creative is a very different ballgame than display. You aren’t just dealing with easily automated or scaled variation options like colors, text, or photos; you have to think about how the human voice works. You need to consider the cadence of different types of speech, fitting against music beds and sound effects, and vocal emotional contour, and work with all of those elements as you record and edit all of your various voiceover options."
Pandora publiished a blog post on its test of dynamic creative for audio ads today.