Pandora iPhone ad platform delivers over 1 million ads a day
Oct 30, 2008 by Mircea Goia MyTestBox News
Sometime ago we announced the launch of Pandora’s iPhone Mobile Ad Platform with Best Buy and Becks being the first to sign up. Now we are presenting you the results of it. At this moment the ad platform reaches nearly one of every five iPhone users. That’s sweet music for Best Buy and Becks ears and any other advertiser’s who wants to take their branding message to the Pandora iPhone platform.
The launch of Pandora’s iPhone application has accounted for a doubling of its former average daily growth rate, up to nearly 40,000 new registrations a day. The current 1.5 million Pandora iPhone registered users spend an average of 75 minutes per day interacting with the application or collectively 200,000 hours, streaming about 10% of the online service’s music.
Beck’s will probably enjoy the same high click-through rate that Best Buy did which was well above the industry standard. Best Buy’s integrated ad campaign, the first on Pandora’s iPhone platform, launched September 22. Beck’s iPhone campaign went live October 23.
A web-enabled version of Pandora is already available on the largest mobile networks, including 16 phone models on the AT&T network and on 17 Sprint phones. Achieving critical mass in the number of mobile users in the U.S. certainly destines the mobile marketing platform for unprecedented growth: Research firm Informa Telecoms and Media projects that the mobile ad market will grow to $12 billion by 2013, up from an estimated $1.72 billion for 2008.
According to Nielson’s July 2008 Critical Mass report, as of May, 2008, there were 40 million mobile subscribers who were active users of the mobile Internet in the U.S., less than one-half of the 95 million subscribers who pay for access to the mobile Internet but don’t necessarily use it. Conversely, the same report found that 82% of iPhone users regularly access the Internet, a figure which makes them five times more likely to do so than the typical mobile user.
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.
Tags: 3G, ad platform, advertising, becks, best buy, iphone, ipod, mobile, online music, pandora
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.
Tags: 3G, ad platform, advertising, becks, best buy, iphone, ipod, mobile, online music, pandora
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