New from Pandora, ads personalized to the listener
Live in NYC? You'll be greeted as a New Yorker, with a reference to weather.
February 27, 2017
One great thing about radio compared to other media has always been personalization.
You hear the DJ talk about the morning’s weather or the traffic jam on a nearby road or the big high school football game this weekend, and you feel a bit more connect, a bit more invested in the station.
It’s an advantage terrestrial radio has always held over digital.
Well, now a similar personalization is coming, finally, to Pandora ads.
The internet radio service has rolled out a new personalized advertising program that will not just better target ads but also deliver them in a way designed to speak directly to people in different areas.
It will even employ ads designed to air sequentially, so that one you hear builds on another you heard earlier in your listening session.
It’s the kind of thing that could help Pandora in its fight not just against terrestrial radio but against the likes of fast-gaining Spotify, helping attract advertisers with the promise of ads that presumably would result in a better return on investment.
How it works
Ads will be addressable by gender, age and zip code, but they’ll also vary based on the weather in your location and the time of day—kind of like digital billboards that display different messages when it rains or the temperature drops below a certain mark.
The personalization will also give Pandora a way to better connect with listeners and help their listening experience feel more intimate, one advantage that traditional radio has over internet.
An ad could thus start with, “Hey, New York City listeners, today’s going to be a cold one,” or some other greeting tailored to the location of the listener.
Pandora’s working with the A Million Ads, a data-based ad technology company in the UK, on the new ads, which will bow later in 2017.
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