Subway, Pandora Testing Ads To Capture 'Micro-Moments'

Pandora is taking a cue from shorter video ads currently being offered by YouTube, Facebook, Fox Networks, with a similar version for audio ads in order to help better capture mobile consumers on-the-go and drive sharper creative.

Subway is planning to use the Pandora 10- and 30-second audio ads in the next few weeks.

In a test with Nielsen Entertainment to understand audio ad effectiveness between broadcast radio and digital radio, Pandora says it was the ad length findings that caught the music streaming platform’s attention.

The test indicated that shorter audio ads (8 seconds in length) prompted high recall with younger demos, specifically 13-24 year olds. Although the study wasn’t 100 percent conclusive, it made Pandora pause and consider how it might apply these findings on its platform.

“We think there may be an effective blend of shorter and longer length audio ads that can help with message breakthrough and alleviate potential creative fatigue,” a Pandora spokesperson tells GeoMarketing.

“For example: leading with a punchy, 10-second message to capture attention, then following up in the next ad break with a 30-second ad once interest is piqued to convey the full message, or articulate a particular call-to-action, may help drive desired outcomes,” the Pandora rep adds.

Pandora is going to conduct more tests to verify its early findings over the coming months. Among the specific findings Pandora is looking to prove:

• 10-second and 30-second audio ads both successfully drive ad recall
• While 10s are showing promise (especially with younger demos), so far, they are still seeing higher ad recall driven by 30-second ads, which tells Pandora  that 30s are still a crucial format for audio
• Ad recall rates for shorter audio ads have been highest amongst the 25 – 34 demo, whereas older demos responded better to longer formats.

Shorter audio ads do not necessarily equal less time spent for brands:

• In one test, Pandora found that a 10s ad actually drove higher time spent with the advertiser’s landing page than the 30s audio ad.