Pandora is testing a new native ad unit called ‘Promoted Stations‘ with 10 percent of the people who tune in to its Internet radio service.
Currently in beta, these branded stations are auto-populated and then listed within the ‘Stations You Might Like’ section of the app. Initial partners for the new solution include Kleenex, Skechers, StubHub, Taco Bell and Toyota.
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It’s difficult to predict what each station will look like though. The company said Promoted Stations will “drive Pandora listeners to custom content”, before suggesting they’ll all offer a slightly different blend of brand-related tunes. “Pandora consults with advertisers to produce content in a variety of ways based on the listening experience brands want to create for their respective audiences,” it said. “This can entail custom content from an artist or a mix of songs powered by Pandora’s Music Genome Project.”
With 76 million monthly active users spread across the United States, Australia and New Zealand, Pandora has a healthy user base for advertisers to target. Promoted Stations appear to be a good fit, although it remains to be seen if listeners want to listen to them over a regular non-stop playlist.
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