Pandora has launched an Advertising Insights Lab, which will leverage the audio company’s data on behalf of advertisers and marketers. Housed under its Pandora for Brands umbrella, it will offer information such as how memorable a campaign was for listeners or what type of creative best pairs with a certain type of campaign. The lab includes written articles, a podcast, and tools stemming from Pandora’s data science platform and other areas of expertise.
“Now more than ever, we’re at a moment where it feels like the entire ecosystem is looking to audio,” said Lizzie Widhelm, senior vice president of ad innovation for Pandora. “For the 13 years I’ve been in the audio industry, it has struggled with trying to understand and make sense of what is the right way to measure their investment in this space, and we’re absolutely leaning into this with this Insights Lab to try to produce and deliver actionable best practices.”
Pandora is set to be acquired by Sirius XM in a deal valued at $3.5 billion. Widhelm noted that the Advertising Insights Lab is expected to scale up and eventually serve advertisers on the satellite radio platform as well.
“It’ll be exciting to see how the best practices that we have and the billion dollars of business that we have monetizing great content and connecting with listeners—if we can continue to do that on a larger scale,” she said.