According to a Pandora blog entry, the new experience gives listeners the choice – they can either pay for one of the subscription offerings, or, they can opt into quality ad experiences to unlock the features you want when you want them.
Pandora states they're also seeing the demand for these flexible value exchange experiences steadily increase.
Users between the ages of 20-49 are up to 67% more likely to prefer mobile reward video ads than other types of ads, such as unskippable pre-roll. The difference is even more pronounced among Generation Z (16-19) audiences, who are 3X as likely to prefer mobile rewarded videos.
Value exchange ad products on Pandora, such as Sponsored Listening, have been consistently effective brand lift drivers. In one study with a Quick Service Restaurant brand, Sponsored Listening drove an impressive 69% lift in store visits among adults 18-24. Pandora is now seeing indicators of similar behavior during early testing for our new feature, indicating that 18-24 year olds are 13% more likely to unlock access to Pandora Premium by viewing a video ad.
Pandora is the first to offer access to on-demand music content in a mobile environment at this scale – a benefit for both our listeners, and our advertisers.
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