Pandora Pitches Promoted Stations

Pandora has launched the beta of a new marketing solution that it's calling Promoted Stations. Promoted stations, which embed brand content directly into a listener's station list, are being served for beta partners: Kleenex, Skechers, StubHub, Taco Bell and Toyota.

Promoted Stations are being served to roughly 10 percent of Pandora’s 76 million monthly users with brand content appearing alongside existing and other recommended stations.

“We are relentlessly focused on advertising solutions that enhance both the listener and advertiser experiences,” said Lizzie Widhelm, Vice President of Digital Advertising at Pandora. “Promoted Stations make it easier for listeners to explore the unique content we create with brands and give advertisers the opportunity to extend the reach of their content, as well as the time spent with their brand.”

Pandora will continue to grow the number of brands participating in the beta rollout and says listener exposure to Promoted Stations will grow throughout the year.

"Native ads address a massive opportunity for consumers and advertisers alike – how can you capture the intentions of someone at just the right moment, and then answer those intentions with branded content that is valuable and relevant," writes Jonathan Eccles Pandora's product manager for native ads.