Skip to main content
Instapage

Pandora: More Than Half Our Revs Will Be Local In A Few Years

Pandora It might surprise you to know that internet radio provider Pandora has outside sales reps (“feet on the street”) in 37 markets in the US. These are people knocking on doors and taking offline meetings. It’s part of a larger push (since roughly 2012) into “local advertising.”


The company’s focus is on national and regional businesses with multiple stores or locations (e.g., HomeDepot) but extends to individual small businesses.


Pandora can sell a surprising array of ad units and types to marketers: audio, video, display and branded content (native). In the latter category Pandora works with clients, such as Gatorade, to create branded stations and playlists. According to a conversation I had recently with Ad Sales SVP Steven Kritzman, this is one of the most effective (high engagement) ad products the company offers.


Pandora Gatorade


Pandora is also in the relatively unique position, like Facebook, of having its listeners logged in to use the service. It can thus see their usage across platforms and target them accordingly. While there currently is no retargeting capability, there’s frequency capping.


Much of Pandora ad creative is generated by the company’s own in-house creative services agency. Pandora works directly with clients to produce original audio, video and graphical content. It also brings in voice talent for audio ads. This part of the business has been around since Pandora’s very early days and is a free service to advertisers.


I asked about advertiser retention. Kritzman said that “our renewal rate is ridiculous” (presumably he means high). He also said that 80 percent of listening is happening on mobile devices. However the company is competing for ad dollars primarily with terrestrial radio.


In Q1 Pandora reported total revenue of $194.3 million and mobile revenue of $147 million (76 percent). The company says it represents 9.1 of total US radio listening. Total listener hours were 4.8 billion in Q1. Pandora also said it had 75.3 active listeners in the first quarter.


For the full year 2014 Pandora expects to make roughly $890 million, most of which would be mobile revenue. An increasing percentage of that is apparently being generated by geotargeted advertising on Pandora.


Kritzman projected that “Half of our revenue, if not more, a few years from now” would be from localized targeting on Pandora. “We’re all in on local,” he said.






via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…