Pandora on iPad debuts ad platform with Starbucks, Lexus, Budweiser


Pandora announced that Starbucks, Lexus, and Budweiser are the first brands on its new Pandora iPad advertising platform. Each campaign features attributes that fully make the most of one or more of the rich video, audio and interactive capabilities of the iPad.

Pandora’s ad solutions hyper-target consumers by gender, age, location, the type of music they like, and time of day. Advertisers can stream video, audio, direct response or experiential creative to a specific set of consumers on their computers at the office, home, on their smart-phones, and now, on the iPad.

Says John Trimble, Pandora Chief Revenue Officer: “Pandora users already engage with their Pandora application to the tune of eight times an hour, refining their stations or interacting with relevant advertising. We expect that engagement to be in full-force as they experience the appealing and relevant ads playing in concert with their musical experience on the iPad.”

Starbucks: The however-you-want-it Frappuccino beverage campaign brings to life the new customization aspects of the iconic beverage aimed to connect with consumers for whom self-expression is a priority — especially when it comes to their choice of beverage. As part of this campaign, Starbucks has created unique experiences with Pandora across several digital platforms. While Pandora web users can build their however-you-want-it Frappuccino beverage which then generates a radio station playlist matched to the user’s beverage taste, iPad users are able to connect with the Starbucks brand through videos, without leaving the Pandora application.

Lexus: The spot, titled ‘Pitch,’ features the LFA as it revs its engine to a pitch that shatters a champagne glass.

Lexus Commercial:

Budweiser: “Integrating Budweiser and Bud Light Lime into the Pandora iPad application is a great opportunity for us to interact with adult music enthusiasts utilizing the latest mobile technology,” said Mark Wright, vice president of media, sponsorship and activation, Anheuser-Busch. “As the exclusive festivals page sponsor, Budweiser gives Pandora users a destination within the application to connect with some of the biggest music festivals of the year. Additionally, by extending Bud Light Lime’s summer-themed stations to the iPad application, users will have a new platform to enjoy the ‘Summer State of Mind’ year-round.”

RBR-TVBR observation: Through apps from providers such as iHeartRadio and RadioTime, terrestrial broadcasters have their own opportunities to offer advertisers across numerous devices. The iPad will likely follow soon (CBS Radio and NPR also have iPad apps). Pandora is bringing stiff competition to the table for radio’s ad dollars, but there will likely be a good enough widget emerging that will be able to compete for those personalized music ad dollars that Pandora has cultivated. The goal for broadcasters now is to offer up as many online ad opportunities as possible to go with (or separate from) the on-air signal.