Pandora’s iPhone Mobile Ad Platform launched today: Best Buy and Becks nab first positions
Sep 22, 2008 by Mircea Goia MyTestBox News
With over 1 Million iPhone application downloads, Pandora’s mobile ad platform is ready for prime time!
But for now you have to wait in line: Best Buy and Beck’s beer signed the #1 and #2 premiere contracts for Pandora’s iPhone ad platform (the contracts secure their rights to be the exclusive advertisers on the new mobile platform: Best Buy for the first thirty days, Beck’s for the subsequent thirty days).
Today, September 22, when users launch the Pandora application on their iPhone, iPhone 3G, and iPod touch, the Best Buy campaign will be activated and will be the first beneficiary of Pandora’s hugely successful iPhone application which still hovers around the #3 most popular application in Apple’s App Store (1,1 million downloads so far since July 11, reaching one out every ten iPhone and iPhone 3G).
With their respective campaigns, Best Buy and Beck’s will be the first to tap the highly attractive and affluent demographics of Pandora’s registered iPhone users who are predominantly male and aged 36 on average. Among all iPhone users, they skew somewhat older with a higher than average household income and wield greater purchasing influence among their family members and friends.
Pandora’s iPhone ad platform also has the ability to hyper-target audiences for highly relevant and personalized marketing communications, such as by gender, age, geographic location, music genre and day part listening.
“We’re thrilled that Best Buy and Becks are our first advertisers on our iPhone mobile platform,” said Cheryl Lucanegro, vice president of advertising sales for Pandora.
“Through diligent product development and research, we figured out what works best online to generate a high level of engagement and response for marketers while enhancing the user experience at the same time. Our goal is to translate this knowledge, advertising philosophy and product development schema to the mobile platform.”
“As we see users react and engage with the Pandora iPhone platform, we’ll develop and launch new advertising products consistent with this strategy that increasingly leverage the mobile experience,” added Lucanegro.
According to Nielsen Media’s Q1, 2008 research data on iPhone users, they represent the best of the advertising targets groups:
- 25-34 years old
- 55-64 years old
These two age groups tend to spend more:
- 36% have a monthly phone bill of more than $100
- a full sixteen percentage points higher than the average American mobile user and love their music
- 75% use the iPod function on their iPhone, second only to email at 76%
The Morgan Stanley Rubicon report (March, 2008) also found that 10% of iPhone users buy something from iTunes daily and that their ownership of more than one mobile phone places them at the leading edge of consumers driving the wireless industry.
About Pandora
Pandora (www.pandora.com) is a personalized internet radio and music discovery service available anytime and anywhere on the PC, in the home, and on mobile devices via partnerships with AT&T, Apple and Sprint. Listeners can simply enter a favorite song or artist, and instantly launch a personalized listening experience which includes discovery of new bands, artists and songs.
Today, Pandora has a growing user base of more than sixteen million registered listeners, a database of over 550,000 songs, and national advertisers such as HP, Microsoft, Honda, Procter and Gamble, and Nike.
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Tags: 3G, ad platform, advertising, becks, best buy, iphone, ipod, mobile, online music, pandora
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August 15th, 2009 at 5:11 pm
I enjoy listening to Pandora stations on my iPhone but I also found this really cool gadget that lets me broadcast the Pandora music to any regular radio in my house.
Thanks to everyone for sharing their tips.
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