Pandora’s audio ads are about to get personal.
The streaming giant partnered with UK-based dynamic audio creative vendor A Million Ads on Thursday to bring tailored creative and sequential messaging to audio ads in-stream. The capability will launch this year in beta, but Pandora did not state specifically when.
Pandora will leverage A Million Ads’ dynamic creative technology to target consumers in real time with personalized messages based on weather, time of day, location, device and, of course, the music they’re listening to.
“Dynamic creative [is] not a new concept, but within the scope of audio, it’s very new,” said Lizzie Widhelm, SVP of ad product strategy at Pandora. “The partnership will allow us to customize a more personal experience for our listeners, so the audio ads that interrupt their music resonate more and don’t sound like the one-to-many creative experiences that audio delivers today.”
Brands that want to leverage dynamic audio can record a script with multiple message variations. The voiceover reads different versions of the script to cover a range of geographic areas, weather conditions or calls to action, said Steve Dunlop, founder and CEO of A Million Ads.
“You can have a line that says, ‘Hey, New York,’ another line that says ‘Hey, Chicago’ and another line that says ‘Hey, San Francisco,’ and our system picks the right audio item to play,” he said.
Dynamic audio ads on Pandora are direct sold, but the assets are rendered in real time in A Million Ads’ ad server, using data from a given listener.
“You annotate the script, just like you would with an ordinary piece of audio creative, but every line is patched to a different piece of data,” Dunlop said.
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