Pandora Succumbs To Video Ad Tuneout With ‘Plus’ Play


You know those ads that pop up while patiently awaiting the content you really want to see? Many tune out after a few seconds, yet some advertisers have been billed for those “viewings.” Not anymore at Pandora, thanks to the introduction of a new policy that will see clients only pay for ads when users watch at least 15 seconds of it.

The streaming audio company is now making “Video Plus” available to all advertisers. It’s a guarantee that, should a consumer stop the ad early, the client won’t have to pay for it.

Should Pandora users watch the ad in its entirety, there’s a prize of sorts for the consumer: locked features typically available only with a subscription to Pandora Plus or Pandora Premium, such as increased song skip and replay functionality, will become available.

It’s similar to rival Spotify’s offer to view an ad in order to receive 30 ad-free minutes, with increased song-skip options.

Early brand participants include T-Mobile.

“The competition for consumer attention is only getting more intense,” said Pandora Chief Revenue Office John Trimble. “Brands need high-quality ad solutions that create lasting impressions and resonate with their target audiences.”

With the roll-out of Video Plus, advertisers now have the flexibility to buy by cost-per-thousand ad impressions (CPM); cost-per-15-second-completed-view (CPCV); or cost-per-engagement (CPE).

“We’re always looking for new and innovative tactics to reach and engage with consumers in relevant ways,” said Kari Marshall, VP/Media at T-Mobile. “We’re excited to test Video Plus to deliver our Un-carrier message to Pandora’s very engaged user-base, and the meaningful brand connections we hope it drives as a result.”