Introducing Muted Video on Pandora
We have written extensively about the emotional power of music, and the impact it has on strengthening a brand’s relationship with its customers. We also know that the sight and motion of video ads lead to strong performance and lift in the key metrics advertisers care about. With our new Muted Video offering, we’re able to directly harness that deep and personal connection our listeners have with music to drive these metrics even higher.
What truly differentiates this offering from other publishers? Our Muted Video product always has 100% share of voice as the only ad on your screen. Unlike similar offerings by other publishers, ads on Pandora aren’t hidden in a crowded feed of content and other competing ads. Further, when a video ad is playing, it's not dead sound in the background; it's the station or song that listeners love. Pandora's muted video plays to the soundtrack of your personalized Pandora experience. We know that music inspires positive brain activity and deep emotional connections. In an environment where an advertiser’s messaging stands alone, it’s the nexus of this bond and the video’s moving images that make our offering truly resonate.
How it Works
- 86% more listeners stuck with a brand’s message for at least 5 seconds compared to a 300x250 display ad
- There was a 25% lift in video completion rate compared to industry benchmarks
At Pandora, we believe that what’s good for the listener is good for the advertiser. We’re focused on driving authentic attention for advertisers via endemic solutions that don’t detract from, but instead improve the listener experience. With Muted Video’s focus on user choice and its ability to leverage a listener’s personalized music soundtrack, we have done just that. In combining these benefits with 100% share of voice and massive scale, we have a product that is truly differentiated from its peers across the ecosystem.