A traditional/digital advertising mashup: the benefits of adding Pandora to our tactical mix

In case you’ve been living in a cave for the past ten years, Pandora is the largest online radio source, representing 68% of all online radio listening and 8% of all radio listening.

Our Charlotte marketing agency has added Pandora advertising into our media mix this year as part of some ongoing work with Rack Room Shoes, and this streaming service’s capacity for behavioral targeting is really paying off.

Straddling the divide between digital and traditional media, Pandora provides a number of advertiser benefits. Their ads are only served upon user interaction — so you can actually reach people who are paying attention. You can reach people at home, in the car, at work, or on the go. Eliminating the clutter conundrum, they boast ad exclusivity with only one advertiser being served at a time. Plus advertisers get their choice of targeting options including geography, demographics, or music format.

With 70% of their listening done via mobile, Pandora is poised for a bright future. By drawing in new listeners with new ways to access music, they have a great combined radio and digital story to tell. And as Pandora mainstreams itself into the lives of radio listeners, it is on the verge of mainstreaming itself into the hearts of digital and traditional media buyers alike.

So far, it’s been a great tool to get our target audience to show up for grand openings across the country, and the results speak for themselves.



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