Media Buying is what we do every single day. We’re seeing knock-it-outta-the-park returns on digital audio ads for our clients many in the Seattle, San Francisco, and Portland markets.Īs always, the very best way to get more for your marketing budget is to use a professional media buyer. Streaming audio presents a growing opportunity for advertisers. This new partnership extends Pandora’s reach.Īccording to Edison Research, this year, “some 160 million people stream audio weekly, up from 44 million in 2010”. Therefore, if you buy ads from Pandora, you can choose to serve ads to SoundCloud users. Pandora has a lot of advantages at present, in the Seattle market. But we consider media research every time we make advertising decisions and align them with our client’s goals before executing a media purchase. Robin Rucinsky, President/Media Director Thrive Advertising Does that mean we don’t buy Spotify advertising? versus Spotify’s number which is accounting for a global reach. Using their numbers this tells us that 45% of Spotify’s users are paying for ad-free listening versus Pandora which has only 7% of subscribers paying for ad-free listening.įlip those stats around and this means that 93% of Pandora listeners are hearing your ads versus 55% of users hearing Spotify ads and those 93% of Pandora listeners are in the U.S. Pandora reported 74.7 million active listeners at the end of last year, including 5.5 million subscribers to its ad-free products.” after discontinuing its service in Australia and New Zealand last July. “Digital audio is booming: Ad revenue grew 42 percent in the first half of 2017 a fter generating $1.1 billion in 2016, according to the Interactive Advertising Bureau.”Īt the end of 2017, Spotify reported “that it had 157 million global monthly active users, of which 71 million were subscribers who listen ad-free… Pandora operates only in the U.S. Is it better to advertise on Pandora or Spotify?Īs the Digital Radio ad space has grown, we’ve seen an uptick in interest in Spotify. However, unlike traditional radio commercials, Pandora radio commercials are guaranteed and measurable, which provides marketing managers with significantly more insight into their *ROAS and ROI. Pandora delivers the sound and emotion of radio ads, which are compelling and influential, like traditional media. This provides a considerable advantage in the audio and video advertising market. Pandora allows advertisers to reach their target demographic efficiently and with a guarantee of impressions directly to your demographic. Trackable audio ads that deliver results. With audio production teams available that are top-notch and quick turnaround times, advertisers can turn ads around in a hurry without sacrificing quality. Free commercial production is offered as an added value in-house, and the production quality at Pandora Radio is good. You may not know that the production of radio commercials for most terrestrial radio stations, and digital radio companies, is free. By purchasing ads on a CPM, you get more accountability and are better able to track your ROI. You don’t pay for rating points that may or may not be accurate depending on your opinion of Traditional Radio and their ratings methodology. You only pay for impressions that are delivered.
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