Chances are that you or someone you know has used the Pandora Radio app.
Have you ever thought about the advertisements that appear within it?
If not, you’re missing out. You’re looking at a music service which specifically targets people with customized playlists and gathers data while doing so.
So why not use their advertising channels for your own purposes?
The Beauty of Pandora
The same thing that makes Pandora one of the most popular musical apps around is the reason why it’s so useful for advertising: laser targeting on a target audience.
Unless you’re completely clueless when it comes to marketing you know how important it is to maintain a tight focus on a certain audience.
Pandora’s entire scheme revolves around collecting data and making inferences about the people who listen to music. This means that you can target certain people very well, provided that you put some thought into what you’re doing.
Unlike classic radio stations, where anyone who’s tuned in will be hearing an ad, you can make sure that your target audience hears or sees your message, making conversion a much more likely possibility than with traditional radio channels.
Different Types of Ads on Pandora
While the first thing that popped into your head was undoubtedly audio ads, Pandora actually has a few different types of advertising available to those who work with them.
These are undoubtedly the most likely to reach a consumer, since they occur while the user is actively engaged with the primary consumer purpose of the app. They can’t be skipped, which makes them an attractive option for some people. Pandora doesn’t run a whole lot of ads, somewhere less than four minutes per hour of listening time, so they won’t get overplayed or seem truly intrusive on the experience.
Banners can be run when users are engaged with the app visually. This is another great option, and coupons and other offers seem to perform the best here.
If you keep them short and catchy, video ads have a lot of potential when you’re advertising with Pandora. Keep them around fifteen seconds and have some kind of “hook” and you’re on the right track.
Advertising Strategies and Pandora
Of course, the real meat of things is how you’re going to use the ads in order to convert customers. You have a lot of different options here and it can apply to a surprisingly wide array of businesses over time.
Local businesses can target specific zip codes through Pandora.
That’s a pretty specific targeting mechanism, and it can be quite powerful if you’re careful about how you use Pandora’s data mining.
Use it to let people know about specials, discounts, coupons, or whatever else the people who are interested in your business might want to know about.
If you’ve got a more niche business, you can even narrow things down more than that in order to make sure that you only get the potential customers you need listening to or viewing your advertisements.
Of course, online businesses always benefit from a massive reach.
If you have a tight focus on your core audience you may be able to figure out what kind of music they listen to. Add that to a specific age range and you’ve got a laser focused campaign going.
The best part? Mobile users are frequently listening to Pandora. This gives you a chance to target people while they’re on the move.
Just make it catchy, especially with audio ads, because you want people to remember your ad and visit your business later.
Tips for Targeting
You’ll want to maintain a tight focus on your core group in order to get the best results.
This means age range, zip codes, and gender at the very least. Being able to target specific genres is useful as well, and you can usually infer at least a little bit about your target audience provided that you’ve put in enough focus on them.
Audio ads need to be catchy, since you’ll mostly be catching people on the go. A phone number or easy to remember URL leading to a landing page is probably the best idea.
You also want to ensure that you include a clear call to action with your ads, make the consumer want to visit your page or call the phone number.
Most people have found that coupon codes and discounts are some of the best ways to engage with Pandora. There’s a hidden benefit there as well: if you use a code which is specific to Pandora, then you’ll be able to make sure you know that you’re drawing in customers from using this specific ad service.
For that matter, you may want to make sure that you’ve got your URL tagging in order for banner ads along with a landing page. This is another good way to track how effective your marketing through Pandora is.
How Viable is Pandora Advertising?
With any platform, especially something as seemingly transient as a music player, the real question is how viable something is.
Pandora has actually been holding steady popularity for some time. While it experienced a minor drop after 2012, the numbers according to Google Trends have remained about the same for quite some time.
This means there’s definitely a solid user base out there that’s listening. Not bad for those who are interested in working with them.
And, of course, if Pandora goes down you’re still not out of luck. Streaming music stations are here to stay.
For instance, Spotify has been trending steadily upwards for some time and is also a completely viable method of advertising for most businesses.
There is one drawback to the laser targeting that music streaming services allow. Almost every streaming music service offers a paid version which doesn’t have advertising.
This is likely the reason why discount codes and the like perform so well with Pandora: those who aren’t paying the relatively minimal fees aren’t likely to be high-ticket customers or they’re likely to just be pretty frugal overall.
Currently, Pandora is the largest streaming music service around. This makes them more viable than the competition but you’ll want to keep an eye on the other services which are around and may want to jump ship if the numbers change in the future.
Summing It Up
So, I’ve gone into a bit of detail so far but let’s go over everything quickly one more time.
My overall take is this: Pandora is a super viable advertising platform, but you probably won’t get much for high ticket items since those who can pay for them and use the service are likely paying for the ad free version of the app.
If you’re going to use Pandora’s advertising, then you’ve got one primary advantage that you really need to make sure you use: tight audience targeting.
That’s super important no matter what kind of business you’re running.
You’ll also want to note since the “big money” users are probably on the paid version of the app, your advertising should focus on discounts, coupons, and things of that nature that increase the perceived value of your offering.
If your product or service is strictly high ticket, then you may want to look elsewhere for an ideal, targeted platform for advertising.
What is known for sure:
- Pandora is staying pretty solid at around 75 million users and has been on the market for long enough that the platform isn’t in danger of being a flash-in-the-pan fad.
- Advertising on the platform can take multiple formats, including visual banner ads, videos, and audio ads played during the music.
- The best idea is to place ads which increased perceived value as those who see the ads are likely cost conscious consumers since they’re not paying for the service.
- High priced products and services will be better served in other channels.
- Pandora’s data mining strikes absolute gold if you want to target a specific geographic area or demographic provided you can zero in on the right genre.
- Contacting Pandora is particularly ideal for local businesses in high population areas who want to zero in on a very specific demographic.
And that should about cover it for most people.
If you keep the above in mind you’ll know whether or not advertising with Pandora is right for you at this time.
Advertising on Pandora allows for targeted advertising of specific demographics, but may not be without its drawbacks. For those who can use their platform properly to reach customers, it’s a fantastic way to increase outreach with minimal effort, but it’s definitely not ideal for every business model.
It’s definitely worth a shot to try out some coupons or discount codes for most people, however, especially for those with a well-defined target audience.