It’s obvious that making money from mobile advertising is the key to Pandora’s corporate health in 2013, but the company has been talking a little more about its plans. “We’ve leaned really hard against monetizing mobile because we see it as the future. It’s where our audience is,” chief revenue officer John Trimble tells AdAge. “When you think about mobile, the killer ad for us is the audio ad. There’s no one doing audio ads at the scale that we do. A lot of the challenges that brands and CMOs are having is how do you communicate your message with a display ad with data-driven effectiveness. All of a sudden, we have this audio ad that drives amazing connection and call to actions back to the display and even video.” Trimble says this means Pandora can tap both digital advertisers and traditional broadcast radio advertisers for its growth going forward.

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