![]() The iPhone app launched over the summer without any advertising, and began implementing new image overlay ads in September. ![]() We’ve confirmed that the ads are appearing on Pandora’s main web-based service, and are trying to find out if the ads will begin appearing on Pandora’s incredibly popular iPhone application, which was the most-downloaded application on the App Store for 2008. ![]() We try to be extremely respectful of your listening experience, & promise to be prudent.” The ads seems to be fairly sparse, but have received enough attention that the company’s official Twitter feed just annouced “So you know, we did not take on audio ads lightly. The high royalty costs associated with streaming licensed songs seem to have finally caught up to the service, which until now has primarily used image-based advertising. Voice enables people to speak back, which also provides a signal to measure,” Claire Fanning, vice president of ad innovation strategy at Pandora, tells us.Pandora Radio, the cool personalized radio station that recommends songs based on its Music Genome Project, has started serving audio ads. While we know it’s effective and have means to prove that, a quick signal has not been as readily available. But there are also gaps in measurement in the audio space. Marketers, rightfully, always seek to interact with consumers through the most frictionless and native experiences. “The rapid adoption of smart speakers has made people more comfortable and excited about general voice habits, whether on a mobile device or smartphone. Additionally, the average US adult will spend more time listening to digital audio than listening to radio in 2020. According to eMarketer’s April 2019 forecast, more than three-quarters of US internet users will listen to digital audio formats like streaming music and podcasts at least once a month. With the US population spending more time with digital audio, Pandora knows voice-based ads are the new way to reach rapidly evolving audiences. Pandora started its audio initiative earlier this year when it gave users hands-free control of the app via “Voice Mode,” which according to Pandora, has been adopted by millions. want to find out how to take your grilled cheese from cheesy to yes-pleasy?” After the user responds, the ad goes on to explain how mayonnaise spreads easier than butter, ending with the sound of a crispy crunch. For example, Hellmann’s promoted its Best Foods Mayonnaise with the following: “This is a totally new kind of ad, one you can talk to. The audio ads give listeners a brief explanation of how they work before playing a short, branded message. Among the major advertisers that tested the new ads were Unilever and Nestlé while others like DiGiorno’s and Hellmann’s also gave them a shot. The streaming platform scripted and produced voice ads for a number of brands that were invited to utilize the capability. ![]() It found that voice ads reduce friction within the listener experience as consumers saw the benefit of being able to interact hands-free when content was relevant and when creative allowed for a simple “yes.” To capture listeners’ attention and drive higher verbal engagement, Pandora helped brands use clever, useful content and explicitly informed listeners that the voice ads are a new way to engage. Pandora says it used a series of voice-based tests within focus groups and internal betas to understand the best practices for marketers looking to utilize the new voice-based offering. If a user doesn’t respond within a couple of seconds or says no, music resumes playback so as not to disrupt the listening experience. Brands like Doritos, Unilever, Comcast, Wendy’s and Ashley HomeStores have already tested the voice ad functionality, which prompts listeners to answer a “yes or no” question before providing more information about a brand or product. Pandora has launched mobile interactive voice ads to build upon the hands-free feature, “Voice Mode,” it introduced to users in July.
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