Pandora, a leading Streaming radio and music service, recently introduced a new way for people to access on-demand music, without having to upgrade to a Premium subscription. For the first time, Pandora Plus will offer radio listeners and those subscribed to Pandora’s mid tier offering, the option of watching a video ad in order to unlock an on-demand listening session. The new feature will now appear when users search for a specific song, album or playlist in the app. They’ll then be shown the option to watch a 15-second video advertisement to unlock a complimentary on-demand session. The video ads may be 30 seconds in length, depending on the advertiser, however users have the option of skipping the rest and unlocking the session after 15 seconds.
“Our ad-supported listeners’ top request has consistently been the ability to directly play the specific songs, albums, or playlists they want,” said Roger Lynch, Pandora President and CEO, in a statement. “These new features address that need by marrying rewards-based advertising with the best-in-class on-demand experience we’ve created with Pandora Premium. This unrivaled experience will drive listeners to Pandora and drive awareness for Premium, while also creating new opportunities for artists, labels, publishers and advertisers.”
The company adds that users aged between 20 and 49 are more receptive to this sort of advertising, with 67 percent “more likely to prefer mobile reward video ads than other types of ads, such as unskippable pre-roll.” And Gen Z users (ages 16 to 19) are 3x more likely to prefer mobile rewarded ads, Pandora says.
“The ability for our ad-supported users to search and play songs in our Premium product is game-changing not only for listeners, but also for artists and advertisers,” noted Pandora’s Chief Product Officer, Chris Phillips. “For artists, it creates new avenues of promotion by providing fans with direct links to play their music. For advertisers, it offers new ways for brands to build trust and create value for their audience.”