“Two years after introducing video ads to its primarily audio-centric platform, Pandora believes it has found the right balance between user experience and brand objectives,” reads a recent article in ClickZ.com. “And no video ad product would be complete today without an eye toward mobile and cross-platform distribution.”
The news source suggests Pandora might provide a model for Facebook (and perhaps others) to follow when introducing video ads.
Pandora SVP Heidi Browning revealed that delivering video ads in an “unexpected” place, yet at a “natural break,” (when the user engages with the player, like skipping a song or changing channels) was key for the webcaster. She says ad “completion rates” are “well above industry standard.”
Read more of Pandora’s insights on video advertising in ClickZ here.