Adding Sight to Sound: Mobile Display Advertising on Pandora

Sound is our bread and butter, but we would be remiss to downplay the power of a rich, media visual to attract attention at the right time (like when users interact with our platforms) to reinforce key messages. The good news is that advertisers can use both to their advantage on Pandora.

Our listeners are always interacting with Pandora—changing stations, eyeing cover art, or discovering their new favorite artists. In these user-engaged moments, an eye-catching mobile display ad can set your brand apart.

When you consider mobile display ads, Pandora and other music streaming services may not be the first platforms that come to mind. But our listeners are using their eyes to navigate the listening experience, and a striking visual may be the perfect way to hook their attention.

What is mobile display advertising?

Mobile display advertising refers to any form of visual advertising appearing on mobile devices, like tablets and smartphones. It’s commonly seen as banner advertisements, videos, text ads, and other display ads, often appearing in downloaded apps and mobile games. Ads are tailored to individual users through information-gathering techniques. With mobile display advertising, marketers can meet their target audience where they are and deliver brand messaging in real-time.

These are just a few of the most common mobile display ads.

Push Notifications

Push notifications are pop-up ads delivered at any time. Users have to agree to receive push notifications, and they don’t have to be on the app to get the notification.

Banner Ads

Banner ads are clickable ads that redirect consumers to the advertiser’s page in an internet browser. They use text that appears like a headline and typically display at the top or bottom of web pages or mobile apps. They’re usually supported across multiple mobile devices.

Native Ads

Native ads attempt to create a seamless ad experience through their design, so they limit content interruption. Since they match the design of a website or app, they can be more subtle and appear as another piece of content.

Video Ads

Mobile video ads refer to instream video ads, in-app video ads, gamified video ads, and interstitial video ads. Users are likely to interact with these advertisements to access free content as they typically pop up at the start of a content experience.

Interstitials

Interstitial ads take up the full screen on mobile devices and appear while users interact with the interface. Many interstitials require users to wait before closing them to resume content interaction.

Why is mobile display advertising more effective with audio?

The average consumer’s attention span is about eight seconds. With this short amount of time, advertisers must provide a relevant and enjoyable ad experience that puts listeners in the mood to act.

With audio, advertisers can create an immersive mobile display advertising experience. Through audio effects, voiceovers, and other magic, audio creates an intimate environment for consumers. It can put the listener right in the center of the content, and they can imagine themselves in the narrative.

Here are some ways that mobile display advertisements succeed with a visual and audio combination.

Win Listeners Over with Sponsored Listening

Many listeners don’t mind ads—over half of our listeners are okay with ads in exchange for free content. So, to make the advertising experience mutually beneficial for consumers and advertisers, brands should offer a reward. You can incentivize a listener’s attention by offering reward-based video ads, encouraging your target audience to watch the ad in exchange for premium features. This promotes authentic engagement, happier users, and consumers who remember your brand.

Your Display Ads Will Never Be Missed

Pandora’s display ads only reach listeners as they are actively engaged with the app. This means your target audience cannot miss your ad, and they’re already engaged and ready to receive your message. Whether they’re logging in or hitting the thumbs up on a new song, your display ads won’t be missed as much as they would on traditional mobile display platforms.

Fresh Eyes Means Less Ad Fatigue

On an audio platform, your display ads aren’t reaching users with typical screen fatigue. After only tuning into sound, they won’t be as averse to seeing visual content. They have fresh eyes and a fresh mind, so they’re ready to receive your message.

Listeners Watch Ads All the Way Through

On many video streaming platforms, consumers can skip your ad after only a few seconds. However, on Pandora, listeners watch it until the end—Pandora’s video completion rate is 87.2%. Also, if you employ an incentive in the video, then your audience is even more likely to engage, so your message won’t fall on deaf ears.

How does mobile display advertising work on Pandora?

Your display ads will reach listeners when they’re active on the app, so your audience will never miss out on your ads.

Display Ads

Display ads appear on Pandora within the album art section of the screen. These ads are clickable, directing users to the advertiser’s website while the app’s music plays in the background. So, listeners can learn about brands they’re interested in without disrupting the Pandora music experience.

Plus, advertisers can seamlessly integrate their brand with Pandora. With custom web skins, your brand’s messaging, colors, and other design elements can be integrated with the app.

Interstitials

Mobile interstitials catch the user's eye as soon as they launch their Pandora app, appearing as a full-screen ad unit. You’ll reach millions of listeners as soon as they start their music experience. The ad does not prevent the music or podcast from playing, rather the audio plays as soon as users see the ad. They’ll have to hit “skip to Pandora'' to dismiss the interstitial and return to the now-playing screen.

You can also purchase animated interstitials, where the ad’s motion can capture the attention of the user at a key engagement point. For example, if you’re advertising a movie poster, Pandora’s fantastic tech designers can find creative ways to animate it, adding impact.

Station Generator

The station generator directs listeners to branded, curated listening stations. It’s an interactive ad experience where users play with ad content that directs them to branded stations. It keeps listeners grounded within the music experience, so an ad doesn’t disrupt their listening but creates a memorable interaction.

Ready to catch the eye with audio?

As you consider Pandora for your next campaign, keep in mind that audio is a powerful tool that can enhance your mobile display ads. Many advertisers already have a robust visual identity that can be easily adapted to Pandora’s platform. Pandora can provide an ad experience that blends seamlessly with the music-listening experience.

Are you interested in combining the magic of audio and visual advertisements? Let’s talk.