This is an important factor for Pandora in terms of available ad slots. However, the research didn’t attempt to quantify the amount of additional listening. That study found 70% of smart speaker owners increased audio consumption after they purchased a smart speaker. The figure aligns well with some other data captured by Edison Research earlier this year. More important, Pandora reports that the average person “listens to 65% more music after purchasing a device.” That’s and extraordinary figure in terms of increased usage. It appears the number may be considerably higher. Business Insider estimated earlier this year that Pandora had 1.6 million smart speaker users. Pandora previously reported that over the past year monthly active users on “voice-activated devices” has grown 282%. This audience includes 10 million users which is up 40% over last year. The Oakland, Calif.-based company is launching targeting that allows brands to zero in on audio ads served within the Pandora connected-home app, which is built into more than 2,000 devices such as Echo Sonos’ smart speakers and LG devices…Advertisers can overlay Pandora’s 2,000 audience segments on audio ads that run specifically on a voice-enabled devices. Pandora is available on Amazon Echo and Google Home and now offering the option to deliver targeted advertising to device owners.
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