A ‘Harmonic’ Way For Pandora To Profit


Pandora has a new way to profit, and the Oakland, Calif.-based streaming audio services provider can only hope that its first two partners are “harmonic.”

That’s an allusion to Harmonic Audio Network, which is designed to provide advertisers “the scale and simplicity they are used to when placing ads,” in addition to the “quality they need to plan more effective network buys,” Pandora says.

“HAN” is a partnership with TuneIn and AccuRadio, two major outlets for consumers who wish to stream internet-based radio stations; TuneIn is also a platform for commercial and noncommercial radio station streams, on a global level.

In a blog post written late last week by Pandora Chief Revenue Officer John Trimble, HAN is explained as a reaction to the placement of ad networks via a programmatic platform that resulted in unfavourable environments with low listener engagement.

“We are excited to take this important first step to revolutionize network audio, and look forward to partnering with more premium publishers in the future,” he said.

He added that Pandora’s mantra of “What is good for the listener is good for the advertiser” is also a key focus on what TuneIn and AccuRadio seek, in terms of advertising.

“Whereas most digital audio networks include non-exclusive inventory, the Harmonic Audio Network ensures exclusivity among its partners,” Trimble said. “In other words, we offer inventory that no other organization can. This keeps frequency at a minimum so listeners aren’t annoyed with the same, repetitive ads. Advertisers can also sleep better at night knowing their audio spots aren’t running alongside controversial programs or questionable, user-generated content.”

New features include integration with major buying systems STRATA and Mediaocean, under the call letters PHAR-SM.

“With Americans spending 4+ hours a day listening to audio, brands are using the power of this medium to tell compelling stories and engage hard-to-reach consumers,” Trimble said. “By coming together with other leading audio publishers, we’re raising the bar on audio ad networks. Personally, I can’t wait to see advertisers reap the benefits that come when you place quality first.”