News Byte: Pandora Debuts In-Car Advertising

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Pandora intros vehicle-targeted advertising.
Pandora intros vehicle-targeted advertising.

Ford, State Farm, Taco Bell, and BP will be among the first brands to target drivers in their cars when Pandora wheels its new in-car advertising platform out of the garage later this month. Advertisers will be able to stir up a media mix among the 130 vehicle models and 270 aftermarket audio devices that feature the personalized radio service.

“Nearly half of all radio listening takes place in the car,” said Pandora CMO Simon Fleming-Wood in a statement announcing the service today. “With an 8.6% share of total U.S. radio listening, we are now seizing the opportunity to connect advertisers with a more targeted audience than traditional radio can provide.”

Pandora claims its service is available in nine of the 10 best-selling car models and counts more than 76 million active monthly listeners. The company plans to increase receptivity to the 15- and 30-second spots by delivering fewer audio ads in the targeted in-car platform than in any other Pandora platform except Pandora One, a paid, advertising-free service.

“We've already been able to reach fans by Pandora via their mobile devices,” said Taco Bell CMO Chris Brandt, “and now the latest in-car platform will allow us to reach them in their car during mealtime moments when our message is most relevant.”

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