Pandora Expands Local Sales Strategy With Local Reseller Program
OAKLAND, Calif., June 14, 2012 /PRNewswire/ — Pandora (NYSE: P), the leading personalized radio service, today announced a program that allows local media companies to sell Pandora inventory bundled with their own advertising products in an effort to help local advertisers utilize mobile advertising to reach on-the-go consumers.
The Pandora Local Reseller Program is an extension of the company’s broader local sales strategy to extend its reach to secondary and tertiary markets. The local advertising strategy has resulted in more than 800 local advertising campaigns scheduled to run this year, a 100 percent increase from just two months ago.
Some of the media companies maximizing their reach through the Pandora Local Reseller Program include: The Miami Herald (a McClatchy newspaper), The Salt Lake Tribune, The Tacoma News Tribune (a McClatchy newspaper), The Ventura County Star (an E.W. Scripps Company newspaper) and U-T San Diego.
Pandora Chief Revenue Officer John Trimble said, “Consumers are increasingly mobile, and advertisers want to be where their consumers are. We have a clear advantage, both in our scale of more than 100 million people accessing Pandora on mobile, and our unique ability to help advertisers reach targeted audiences through both visual and audio ad formats.”
According to recent third-party measurement firm Triton, Pandora has significant audience scale in local markets across the country. With the scale and reach of Pandora, the reseller program is helping advertisers reach an engaged, passionate audience through the seamless integration of cost-effective audio advertisements. On Pandora, local clients are able to reach their exact DMA, MSA and county residents through robust targeting capabilities, enabling efficient campaigns with no wasted impressions.
McClatchy Company Vice President of Interactive Media Christian A. Hendricks said, “Partnering with Pandora gives us a competitive-edge in growing our digital business, which opens up new revenue opportunities. We’re excited to complement our ad solutions with their innovative audio ad formats, which are particularly impactful in reaching mobile consumers.”
Pandora (NYSE: P) gives people music they love anytime, anywhere, through connected devices. (OK, we’ve added comedy as well so we’re also up for playing some jokes you’ll love.) Personalized stations launch instantly with the input of a single “seed” – a favorite artist, song or genre. The Music Genome Project®, a deeply detailed hand-built musical taxonomy, powers the personalization of Pandora® internet radio by using musicological “DNA” and constant listener feedback to craft personalized stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people in the U.S. turn on Pandora to hear music they love. www.pandora.com