Pandora begins trials this summer of interactive mobile ads. The Internet audio company says the new format will make rich media, video and display ads more impactful and effective for advertisers.
The company’s current mobile ad display includes album art and a “close” button but it wanted to offer muted video and something more responsive.
During a pilot the number of listeners who engaged with the advertiser’s landing page for more than thirty seconds doubled, as Pandora tries to get clients to think less about traditional impressions and more about the quality of each interaction, according to Chief Revenue officer John Trimble. The company sees the mobile ads as making a “true impression, measured on viewability, time spent and revenue impact.”
The ads launch in beta this summer with Express and the Lexus Dealer Association and will be available to all advertisers later this year.