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Pandora shares tactics for successfully adding video ads to service

“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.

Paul Maloney

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