Pandora: Unleashing Mobile Phone Ads
Posted by Alex Dunner in banner ads, music marketing, Pandora
An interesting article about the popular Pandora radio. Since the initial creation of Pandora internet radio about 9 years ago the popularity of the user based radio station creator has seen massive growth in the number of users that use the service. About two years ago Pandora radio introduced a mobile version of there internet radio. In the past two years with the ever gowing popularity of smart phones and the inevitable future growth of smart phone pandora mobile has collected about 6million users for the mobile app. This growing popularity has intrigue many large companies to purchase add time or in a sense commercials that would be played to the user after so many songs. Another reason many companies are interested in working with Pandora is that its users play around with the service a lot, creating radio stations, rating songs which companies like target and best buy could look at to see what is popular with the general public and market to them accordingly. Another example of how these companies are advertising to users is Domino's, for example, puts up ads that urge people to call in for a pizza directly from their phones. Other companies are using coupons. Docker's offered a 20% discount if visitors went to the brand's site and entered the promotional code "Pandora."
Not only does this method create a high customer response to the adds retail companies can gain very valuable information from user inputs that they may use to market there product more effectively to them.
http://www.businessweek.com/magazine/content/09_22/b4133052597112.htm