“What really surprised us when we started this product in beta is that people were continually tweeting about it,” Eccles said. “We actually are seeing people listen more to Pandora and become more loyal.”
Pandora claimed beta testing of the format led to a 12% lift in brand awareness and a 30% lift in purchase intent. Advertisers leveraging the format get a variety of reporting metrics, including how much of the video a consumer watched and how many times they interacted with branded ads.
The offering builds on Pandora’s Brand Station Platform, that lets advertisers customized a branded listening experience for audiences with display, audio and video messaging.
According to Eccles, the format was built in part to offer a buying model that enables advertisers to buy attention directly.
This is the first time Pandora has leveraged a cost-per-engagement pricing model based on time spent. In other words, advertisers only pay for the format if consumers choose to interact with an ad.
Pandora declined to share specifics about the price of the format.