Pandora ‘not a streaming service’
Paul McIntyre from AdNews has spoken with Jane Huxley, managing director of Pandora.
The service officially launched in Australia in December and is the first market outside the US to do so.
Interestingly, Huxley says:
“We are not a streaming service. We operate under a radio licence but it’s highly personalised. There is a big factor of discovery in Pandora you don’t get on a terrestrial radio station.”
While they are relatively new in Australia, Huxley says that when they have enough users, they will start to run ads:
“We will really aggressively chase down that audio spend. We are digitally delivered so the ability to target an audience is quite impressive. Major advertisers love it in the US.”
Ads will come as mobile display, video or audio and will only be 1 minute per hour of music played. Ads will also allow users to respond to an advertiser’s call-to-action.
Pandora will also have its app become fully compatible with Holden's MyLink Infotainment system.
Read more in AdNews here.