Harmelin Digital Contributor: Jamie Benelli
Don’t be surprised next time you get a custom-tailored Pandora audio spot! After partnering with a new audio creative vendor, A Million Ads, Pandora has positioned itself to offer new dynamic creative to advertisers. While not yet in beta, Pandora will soon be able to apply greater personalization of creative ad messaging in real time – whether that be adjusting audio spots for weather, time of day, location, music genre, sequential calls to action, or even sequential devices.
What this means for marketers: While personalization is nothing new, this level of personalization is new to Pandora. The partnership allows for any advertiser to potentially have access to hundreds of variations of their creative while dynamically adjusting for only a handful of variables. This is one of the newer changes to Pandora’s platform, which is aimed at further cutting down on the intrusiveness of their ad pods. By dynamically adjusting creative, it would fit better into the overall user experience and hopefully resonate more positively with the listeners. Furthermore, this partnership allows for scale. As each individual audio spot does not need to be recorded, Pandora will be able to avoid the cumbersome nature of their past personalization efforts and roll out the offer to advertisers more cost effectively.