New, Powerful Targeting Features Enable Campaigns to Target by District
OAKLAND, Calif. Nov. 18, 2011 -Pandora (NYSE: P), the leading personalized radio service, today announced that political campaign strategists have the option to target voters by state, county and congressional districts, as well as metropolitan survey areas (MSA), and designated market areas (DMA). The new targeting capabilities provide campaign strategists a contemporary and more personal way to reach voters during the 2012 election season.
Campaigns of all sizes are able to deliver their messages to custom voter zones in an uncluttered radio environment, because on Pandora only one audio advertisement plays per break. The service also offers rich media attributes, enabling campaigns to utilize display and video components in addition to audio. Recent audience figures from Edison Research reveal that Pandora is larger than local radio stations in many top markets across the country. Advertising campaigns on the Pandora service run on websites, mobile phones, tablets and consumer electronic devices such as TVs, Blu-ray players and DVRs.
Chief Revenue Officer John Trimble said, “With the 2012 political campaign season in full swing, advertisers realize that personalized, internet radio is a powerful platform to reach a desired set of voters. Pandora’s new targeting features maximize effectiveness of ad spend that has historically been wasted reaching voters outside of election districts. Political, national and local advertisers all benefit from our scale, precision targeting and personalization to reach a passionate and engaged audience on Pandora.”
The new features are offered in a turnkey solution, making it easy, cost effective and quick to implement for advertisers. Pandora gathers zip code data at account registration and a back-end system maps that information into specific regions, making it easier for a campaign to maximize effectiveness. These new features add on to the previously available targeting parameters of age, gender, zip code, time of day, music genre, seeded artist, interaction, mobile and first impression.
Pandora abides by all the same FEC policies and standards for political advertising as traditional publishers.
For more information on Pandora’s advertising opportunities, please visit: http://www.pandora.com/advertising