Pandora launches genre sponsorships in Australia

A new feature has been added to Pandora in Australia enabling advertisers the opportunity to sponsor over 20 unique genres across more than 200 stations.

Brands will have the opportunity to own entire genres, which are made up of a number of stations, and will also hold every ad break within them for a period of one month.

After seeing the feature deliver strong results in the US following its launch in 2012, the sponsorship genres in Australia will include ‘Love Songs’, ‘Workout’, ‘Wind Down’, ‘Driving’, ‘Gaming’, ‘New Music’ and ‘Women in Music’ among others, and appeal to specific listener occasions.

A recent campaign for a brand in the healthcare sector saw its ‘Workout’ genre station takeover accumulate more than 6 million song spins and delivered almost 400,000 hours of listening across the campaign that ran for one and a half months.

“Our genre sponsorships give advertisers deep targeting opportunities through the ability to engage listeners at the most relevant and impactful time,” said Pandora’s Commercial Director ANZ, Chris Freel.

The sponsorships create a premium, limited-interruption listening experience with half the interruptions of a normal station. With the tool, advertisers can effectively reach listeners contextually to build brand association.

Freel added: “Whether it is a sportswear retailer or healthcare provider targeting people while they work out, or a clothing brand targeting people getting ready for Christmas, the ability to engage people with a tailored message in context is extremely powerful.”

via Radio Today