Pandora, provider of personalized radio service online, recently announced it had reached two million downloads of its iPhone application. Now Pandora extended its mobile marketing options for advertisers with an application on Windows Mobile. The move further readies Pandora’s strategy of being poised to ride the wave of a projected mobile ad market of $12 billion by 2013, according to research firm Informa Telecom & Media.
"It’s not by accident that we are aggressively building out our mobile marketing strategy," said Cheryl Lucanegro, SVP/ad sales for Pandora. "When high-speed mobile networks are the norm and smartphones meet critical mass, we want to be able to offer our clients interested in mobile advertising a vast array of options, including location-based tools to find concerts and restaurants, on every mobile platform."
In 2007, smartphones only accounted for 11% of total handsets shipped worldwide according to Strategy Analytics. The research firm sees a dramatically different composition by 2012 where smartphones will comprise nearly 30% of shipped handsets, representing 452 million devices.