Ads That Resonate: Creating a Better Video Ad Experience
For an ad to be effective, it needs to resonate. But that’s easier said than done. Not only do people use multiple devices every hour of every day, they’re also bombarded by ads that annoy—popping up at unexpected times, draining battery life, obstructing views or (heaven forbid) presenting you with “unsavory” content.
That’s why Pandora is putting more control into the hands of our listeners. We recently announced exciting new features that will transform our subscription and ad-supported tiers. For the first time ever, listeners will have the ability to unlock additional song skips or replays of their favorite tracks. If the listener is exposed to advertising on Pandora, they can access these new features by first opting to view a video ad.
Control Drives Ad Resonance
This is the future of advertising. In fact, users are nearly 4x more receptive to a brand message when they feel they have control over the ad experience1. When someone chooses to view an ad—engagement, attention and resonance follow naturally. Advertisers not only get to support an enhanced listener experience, they can connect with a more deeply engaged audience. Each video impression is that much more valuable and powerful!
Our advertising partners have already seen success with video on Pandora, driving an average 42% lift in unaided brand awareness and 29% lift in ad awareness2. Taco Bell has consistently partnered with Pandora on video strategies that deliver quality experiences to the consumer.
We’re excited to continue redefining what video advertising looks like. Contact us to discuss adding Pandora video to your next campaign.
Sources: 1 Millward Brown, “AdReaction: Video Creative in a Digital World,” October 2015 2 Millward Brown, Video Norms, Q1 2016