Pandora has rolled out its Video Plus ad product to all advertisers. This option means that brands only pay when users watch 15 seconds of a video ad. In exchange, the viewer temporarily unlocks listening features that would typically be available only for Pandora Plus or Pandora Premium subscribers. Those features include skipping more songs and replaying tracks. Brands including T-Mobile have signed on to start using the Video Plus format in their ad media plans on Pandora.
The Video Plus product started testing last fall. Based on the performance since then, Pandora found that listeners under age 24 were three times more likely to opt in to the ad type. The people who participated in the opt-in ad format were also more likely to be heavy users of the music service, listening 57% longer and thumbing 65% more.
“The competition for consumer attention is only getting more intense. Brands need high-quality ad solutions that create lasting impressions and resonate with their target audiences,” said John Trimble, Pandora’s chief revenue officer. “Video Plus boosts brand awareness, builds loyalty, captures views and promotes deeper interactions with listeners who are significantly more likely to take action.”