Sponsored Listening on Pandora: What Are the Benefits?

Sponsored listening ads are a game-changer in audio advertising. When you leverage their unique ability to offer value to audiences while boosting ad engagement, you can achieve amazing results. Pandora’s sponsored listening solution offers a golden opportunity for your brand to connect deeply with an audience of engaged, active listeners. And with Pandora receiving 245M monthly song thumbs and eight hours of average weekly listening time, it’s the prime platform for brands to boost their message.  

Dive into the benefits of sponsored listening and best practices for crafting high-performing campaigns. Plus, explore the other rewarded ad options available on Pandora. By the end, you’ll see why sponsored listening is a must-have for your advertising strategy.

What Is Sponsored Listening and How Does It Work? 

Sponsored listening is a type of rewarded ad on Pandora, available on mobile. It’s an innovative ad format that allows brands to engage users by offering uninterrupted, ad-free listening in exchange for interaction. Brands can choose from video or interactive display formats, making the experience dynamic and engaging. These ad formats are particularly effective because they ensure that users are actively engaged, creating a meaningful connection between the brand and the audience. 

This solution is a win-win for both users and advertisers. Listeners can enjoy an hour or more of uninterrupted music after completing a small interaction, while advertisers get the opportunity to promote their brand during this highly focused moment. Plus, consumers will see your brand positively knowing that you were the one to offer them an incentive. 

What Are the Benefits of Sponsored Listening? 

Sponsored listening drives meaningful results by giving advertisers the ability to not only increase engagement but also build positive brand associations. Here are some of the key benefits of sponsored listening on Pandora. 

Better Engagement 

Listeners can be prone to ad fatigue, especially when they’ve seen or heard the same ad again and again. Sponsored listening mitigates this issue because it’s designed for maximum audience engagement. By offering something of value (ad-free listening), users willingly interact. Brands can choose between engagements of at least 15 or 30 seconds. 

This level of active participation drives better results. Whether it’s clicking on a video or engaging with a rich media display, a user’s interaction is meaningful and voluntary—ensuring brands get noticed. 

High Receptivity and Click-Through Rates 

With users motivated to interact, sponsored listening has the potential to drive above average click-through rates. When compared to standard display and video ads, sponsored listening shines in capturing interest and generating meaningful actions like clicks and website visits.

Positive Brand Perception 

Rewarding audiences with uninterrupted listening positions brands positively in the minds of consumers. If listeners weren’t previously familiar with your brand, they will be now—remembering your brand as the one to offer an ad-free listening experience. 

Adopt These Best Practices for Your Sponsored Listening Campaign 

To maximize the potential of your sponsored listening campaign, keep these best practices in mind.

Choose the Right Ad Length

Find the perfect balance, and align your ad length to your campaign’s KPIs. Does your message require more detail? If so, go for a longer ad spot. Or does your message pack a punch in not as many words? Opt for a shorter ad spot.  

Personalize the Experience

Listeners enjoy Pandora for its personalization, adding a thumbs up or thumbs down to specific tracks to curate the experience. Make the ad experience equally personalized with advanced targeting solutions. Brands can tailor the ad experience by reaching  specific demographics, activities, or even moods. 

Leverage Rich Media

Interactive ad experiences are a great way to amplify user engagement and visibility. Rich media formats can include clickable CTAs, motion graphics, or swipe galleries—making the ad experience even more enjoyable and memorable.

Capture (and Then Maintain) Consumer Attention

Once you’ve grabbed a listener’s attention, don’t lose it. Remember, it only takes two seconds for the brain to recognize that it’s hearing an ad. Mention your brand at the start of your message to establish your presence and drive higher ad recall. And when you add in dynamic visuals or audio, this approach further enhances message retention. 

Take Advantage of Seasonal or Major Moments

Tap into key moments in your audience’s calendar, like the back-to-school or holiday season, to increase relevance. Think about this, 64% of our listeners shopped during any key sales dates or events. With consumers keeping an eye on their budgets and sales during the holiday season, for example, they’ll be more than happy to receive free incentives during their listening periods. And similarly, consider cultural or major events that might align with your brand and resonate with your target audience. 

Pick the Right CTA 

Your CTA is critical. Use clear, actionable language like “Learn More,” “Shop Now,” or “Get Started” to guide listeners toward the desired next step, whether that’s visiting your website or making a purchase.

What Are the Other Types of Rewarded Ads? 

Pandora’s rewarded ad solutions don’t stop with sponsored listening. Here are additional rewarded ad formats to explore. 

Video Plus 

This ad type allows users to access premium features, from additional skips, to song replays, to on-demand listening after watching a video ad. It’s ideal for brands looking to offer elevated rewards while receiving extended engagement time from users.

Happy Hour 

Target listeners during a specific, impactful time window with Happy Hour. When listeners open the mobile Pandora app on Thursdays between 6-9PM and engage with an ad, they’ll be rewarded with uninterrupted listening—creating a mini "happy hour" for your brand’s message. What’s more, you only pay if the user watches at least 15 seconds of your ad.

Both of these rewarded ad options highlight Pandora’s ability to deliver value-driven engagement, ensuring your ad dollars are used effectively and your brand receives positive associations. 

Take the First Step with SiriusXM Media

Sponsored listening, along with Pandora’s other rewarded ad options, presents an unmatched opportunity to drive engagement and build connections with your audience. With heightened ad awareness and the ability to foster goodwill, it’s a powerful solution for advertisers looking to make a lasting impression. And with Pandora being #1 in ad-supported audio, we’re the platform that’s unmatched when it comes to audience reach and loyalty.  

Digital audio advertising is growing rapidly, and now is the time to make your campaigns stand out. Ready to explore how rewarded ad solutions like sponsored listening can work for your brand? Let’s talk. 

Learn More About Advertising on Pandora