Pandora NZ Launches First Commercial Campaign
PANDORA NZ LAUNCHES FIRST COMMERCIAL CAMPAIGN
Pandora NZ now open for business and announces 180,000 New Zealanders now switched on to radio streaming.
Auckland, NEW ZEALAND, 18th March 2014 – Pandora NZ is proud to announce the wireless Hi-Fi system Sonos as the first commercial campaign to launch on Pandora NZ.
With over 180,000 registered users in New Zealand and a new user registering in the region every thirty seconds, the world’s leading internet radio service today launched its commercial model.
“The synergies between Sonos and Pandora are obvious as New Zealanders embrace digital delivery of music,” says Commercial Director Melanie Reece. “We are thrilled to have Sonos on board as our first commercial campaign with more big brands to follow in the coming weeks”.
The Pandora advertising model comprises an amalgamation of short singular audio ads alongside online visuals displayed through the web and app interfaces. In a move that eliminates ad clutter and aims to boost ad recognition, the new model will also limit audio advertising to up to sixty seconds per hour, delivered across all three Pandora streaming platforms – web, mobile and tablet – wherever the Pandora listener is listening.
With a recent IAB presentation showing rapid uptake of mobile consumption including that 80% of all new phones purchased in NZ are now smartphones, Reece, alongside her team of Account Directors Steve Old and Rita Steel, believe that it’s a great time for advertisers to be embracing mobile.
“With mobile internet reach forecast to surpass desktop reach during 2014, the gap between mobile monetisation has not followed the steep curve of mobile usage in this country,” says Reece. “This represents an exceptional opportunity for advertisers to connect with their consumers in new ways”.
Reece sees a bright future for Pandora in New Zealand and is looking forward to announcing more big brand campaigns in the coming months.
“We are working with a number of advertisers and their agencies to harness the power of our passionate and engaged audience,” says Reece. “The vast majority of listeners (70%) are interacting through mobile devices so we offer a direct pathway to the consumer through the killer combination of audio and digital.”
Pandora, which is available in the US, Australia and New Zealand, was listed on the New York Stock Exchange in June 2011 with a market capitalisation of almost $2.5 billion. Since then it has attracted more than 78 million active users and serves more than 1.5 billion hours of music per month.
Pandora (NYSE: P) gives people music and comedy they love anytime, anywhere, through connected devices. Personalised stations launch instantly with the input of a single "seed" - a favourite artist, song or genre. The Music Genome Project®, a deeply detailed hand-built musical taxonomy, powers the personalisation of Pandora® internet radio by using musicological "DNA" and constant listener feedback to craft personalised stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people turn on Pandora every month to hear music they love. Pandora can be accessed at www.pandora.com, or downloaded at the App store or Google Play.