Pandora has opened up its Sponsored Listening ad programme to all brands after it launched with select partners last year. The scheme works where users can ‘earn’ an hour of ad-free listening if clicking on and watching a video or rich media ad (of anywhere between 15 and 150 seconds). It is selling it to companies in terms of its effectiveness, claiming it raises brand awareness by 12% and intent to purchase by 30%.
A total of 20 major brands got on board in the initial testing stage included Land Rover, Corona and Gatorade. The telling thing about Pandora’s userbase is that Sponsored Listening only works on mobile – primarily because that is where 80% of Pandora listening happens. Last week the company reported that its revenue for Q2 increased by 30% to $285.6m year on year but its listener growth has slowed down in that period. On top of that, its net loss stood at $16.1m, up from $11.7m in Q2 2014.