Pandora’s local market campaigns, metrics


PandoraPandora has announced that more than 400 local ad campaigns have been confirmed to run so far this year in the top local radio markets. Pandora says local radio advertisers are realizing the benefits of internet radio and “Pandora has become a top choice among local marketers – everyone from local car dealers, hotels to grocers are using Pandora as a viable ad platform to connect with their desired audience.”

Here are some highlights of two campaigns provided by Pandora: Planet Honda in New Jersey and Wayne State University in Detroit. 

One of the largest Honda dealerships in the nation, Planet Honda, was looking to increase inbound leads to help generate sales and decided to run a campaign on Pandora to attract more clientele. For three months, the New Jersey dealership ran audio ads, targeting adults ages 22 and up in specific New Jersey counties. The results of the campaign, according to Planet Honda President William Feinstein: “In today’s changing media market it is really hard to determine where to invest your marketing dollars. Pandora provides the best of both worlds – the reach and top of mind awareness of traditional media with the metrics and accountability we expect from digital media. Pandora has an incredibly strong and loyal customer base that responds well to advertisers and is constantly growing. From driving traffic to our website to brand recognition, Pandora has become a major media partner for Planet Honda.”

In an effort to provide information on admissions to their target audience with no wasted impressions, Wayne State University leveraged Pandora to connect with their target audience of teens ages 13-17 and young adults ages 18-24 in the Detroit, Grand Rapids, and Toledo regions. The campaign, which is currently running, consists of rich media creative and audio ads, and is helping the university attract new students.

Pandora local radio solutions are also now available in the top radio markets. To contact the local sales team, the company offers this address:  [email protected]

Pandora also announced new metrics that were reached in March. Highlights:

o   Listener hours for Pandora during the month of March 2012 crossed the 1 billion mark, an increase of 88% from 567 million during the same time period last year.

o   Share of total U.S. radio listening for Pandora in March 2012 was 5.79%, an increase from 3.04% at the same time last year.

o   Active listeners reached 51 million at the end of March 2012, an increase of 59% from 32 million during the same time period last year.

Pandora is releasing key audience metrics on a monthly basis until third party measurement services are in place to provide accurate information on Pandora’s users and usage across platforms.