Earlier this year, Pandora announced a deal to test ‘interactive voice advertising’ through a partnership with a company called Instreamatic. At the time, the tests were slated to begin later in 2019. Well, now they’ve begun.

TechCrunch has the details of the ads, which will ask listeners if they want more information about whatever product or service is being advertised. If they answer ‘Yes’ they’ll get the info, with Unilever, Nestlé, Doritos, Wendy’s and Comcast among the first brands to test the ads out. The report claims that the ads have started running “for a small subset of listeners” using Pandora’s mobile app.

As Music Ally has reported this year, Pandora is not the only music-streaming service exploring the potential of ads that listeners can talk back to. In May, Spotify announced that it was testing voice-enabled ads in the US for some of its free listeners, while in July a leaked pitch-deck from Amazon Music’s ad-supported tier revealed plans for interactive ads including the ability to add products to shopping carts.

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Stuart Dredge

Music Ally's Head of Insight

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