adStream is a journal of ad-stalking and interesting commercial sightings in streaming audio services.
A broader approach is endemic advertising, which affiliates brands with media properties in the same general business. So, for example, Samsung sponsors a technology website.
We spotted examples of a different sort of matchup that is possible with streaming audio — matching product type with playlist type. Specifically, when auditioning Pandora’s “Brunch” playlist (one of Pandora’s house-built listening options, which the company has been promoting lately), we heard ads by McDonald’s and Community Coffee in rotation.
Both are good examples of audio-specific endemic match-up. We found the Community Coffee especially appealing in the Nora Jones-ish programming. It would match well in the numerous “Coffeeshop” playlists that some music services (not Pandora) create. The McDonald’s placement might have the edge in Pandora’s “Making Dinner” playlist — ditch the oven and go for take-out.
The Community Coffee spots feature owner Matt Saurage, a fourth-generation owner of the company. His down-home values and smooth-alt voice make him an ideal spokesperson for an audio spot in a brunch stream. The campaign (“Taste the Difference Family Makes”) was created by TM Advertising, and launched in November.
