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Pandora Marks Significant iPhone Milestone With 2,000,000 Registered UsersTop Slot in Apple's App Store Bodes Well for Mobile Marketing Clients (December 04, 2008)
OAKLAND, CA -- (Marketwire) -- 12/04/08 -- In less than five months, Pandora, the premier provider of personalized radio service online, has accomplished what most companies only dream about: becoming one of the most downloaded free applications on the Apple iPhone. Corroborating this milestone of two million downloads was Apple's rollout of a "Top Apps" category on Monday, December 1, in its new year-end section on the iTunes store. In the free application category that showcases the most downloaded applications of 2008, Pandora took top honors. For mobile marketers, it's also a dream come true: a way to reach the most engaged and affluent mobile users in the U.S., and with Pandora's targeting capabilities, a way to finely tune their ad messages to a rigorously defined audience. What's also music to mobile marketers' ears is that the two million application milestone means that Pandora reaches roughly one in every five iPhone users in the U.S. The launch of Pandora's iPhone application accounts for one-third of all new users since July, and has significantly accelerated the growth of Pandora's registered user base, on track to reach 20 million before the year's end.
No Lack of Advertisers for iPhone Platform
Since September 22, when Pandora began marketing its iPhone platform to marketers, it's had a steady queue of the biggest national brands anxious to deliver their ad messages to iPhone mobile users with Pandora as the conduit. The first advertisers to launch on Pandora's iPhone application were Best Buy and Beck's, followed by a list of other top tier brands such as Target, HP, Nike and Kraft Foods. To date, Pandora's iPhone ad platform has delivered over the twice the response rate as its other ad products due to the highly interactive nature of the device. Additionally, iPhone users can continue to stream music while they engage with the ad so the user experience is not diminished in any way.
"Our ad development team worked diligently on the iPhone application to meet two crucial agendas: to deliver the same unmatched user experience on the iPhone as our web application and to ensure that advertisers had a highly engaging environment to market their brands," said Cheryl Lucanegro, senior vice president of advertising for Pandora. "This two million milestone establishes that they were successful on the first front and the large national brands using our iPhone application to deliver their mobile marketing messages is evidence on the advertising front."
Currently, Pandora's iPhone users spend an average of 90 minutes a day interacting with the application, accounting for nearly 1.2 million ad impressions per day. Their average age is 34 and three-quarters of them are male.
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 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 nineteen million registered listeners, a database of over 575,000 songs, and national advertisers such as HP, Microsoft, Honda, Procter & Gamble, and Nike.
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