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Pandora Launches Innovative Video Platform for Entertainment Industry AdvertisersNBC Taps New Offering to Promote New Medical Drama "Mercy" to Reach Women Target; Electronic Arts to Reach Gamer Target With Beatles Rock Band (September 16, 2009)
OAKLAND, CA -- (Marketwire) -- 09/16/09 -- Pandora Media, Inc. (www.pandora.com), the premier provider of personalized radio service online, today announced the launch of its newest advertising product specifically created for the entertainment industry -- an immersive video marketing platform that allows Pandora users to discover upcoming entertainment based on their interests and demographics. NBC, one of the premiere advertisers of the new platform, has chosen the innovative vehicle to promote "Mercy," its new medical/nurse drama, to Pandora's 18-34 year-old female demographic, while Electronic Arts is homing in on Pandora's 13-34 year-old male audience, tantalizing them with a demo of the Beatle's Rock Band video game.
"We're delighted to have partnered with NBC and EA to create an advertising vehicle with the potential to hold sway over Pandora's target audiences who wield significant influence over friends and families' purchase behavior and media habits," said John Trimble, chief revenue officer at Pandora.
This innovative video platform offers advertisers the ability to play a 30-second trailer, extends users the opportunity to watch an even longer trailer and gives those users a branded radio station with a relevant music selection. The NBC campaign also enables iPhone users via the Pandora application to view a trailer and see banners promoting the show's premiere episode. The creative execution and placement provides NBC with an exclusive, high-value media marketing platform, designed for optimal engagement. EA is offering its Pandora target of 18-49 year-old males a 30-second game demo and a branded radio station.
"We're very excited to work with Pandora on this innovative and intriguing effort," said Amber Mayo, director of media strategy for EA. "It is innovation like this that makes us take notice of Pandora's offerings. As a company in the entertainment landscape, it is important for us to deliver above and beyond to our consumers in the most relevant places."
The NBC "Mercy" campaign runs from September 16-23; the EA promotion runs from September 16 to October 11. For both campaigns, Pandora will deploy its unique capabilities to measure ad brand engagement (ROI) through click throughs that indicate number of users adding radio stations, number of users watching the 30-second trailer, and the number of users watching the longer trailer.
Pandora (www.pandora.com) is a personalized Internet radio and music discovery service available anytime and anywhere on the PC, in the home, and on mobile devices via partnerships with AT&T, Apple and Sprint. Pandora is based on the Music Genome Project begun in 2000 and is the most thorough analysis of popular music ever undertaken. Each song in this massive collection is analyzed by one of the more than 30 trained musicians, and assessed against nearly 400 distinct musical attributes such as melody, harmony, and rhythm to capture its unique musical identity. Using this information to build playlists based on musical similarity, listeners can simply enter a favorite song or artist, and instantly launch a personalized listening experience which includes discovery of new bands, artists and songs. Pandora is the largest online music site based on monthly unique visitors, has a growing user base of more than thirty million registered listeners, a database of over 600,000 songs, and national advertisers such as HP, Microsoft, Honda, Procter & Gamble, and Nike.
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