Pandora Launches In-House Advertiser Consultancy

Music streamer Pandora has announced the launch of Studio Resonate.

Studio Resonate is an in-house consultancy that provides advertisers with audio creative development, sonic branding and strategy services, as well as visual design, rich media production, web / mobile experiences, and live activations.

In a press release, Pandora states it has been at the forefront of ad-supported digital audio since its introduction. The service has one of the largest pools of data in streaming—noting trends in preferences and behaviors; particularly how listeners respond to advertising. Over the past decade, Pandora has incorporated this data and years of creative expertise to develop nearly 250,000 audio spots on its platform. Brands harnessing audio can increase attention, facilitate message recall, improve perception, drive purchase intent, elicit physiological responses, increase likability, build positive associations, and produce chemical reactions in the brain.

“We are launching Studio Resonate with the understanding that if a brand doesn't have a holistic audio strategy, it is not being heard,” said Lauren Nagel, VP and executive creative director at Pandora. “Our ears are uniquely powerful. They are active sensors that attend to our emotional and physical well-being – and they are always on. Sound is an inherently interactive experience that creates a personal connection and engagement in ways that no other medium can.”

“Digital audio has evolved in a big way over the past several years, and while advertisers are becoming more interested in audio innovation, they often default to using creative tactics that are carried over from other formats because there hasn’t been much guidance or direction in this space,” said Lizzie Widhelm, SVP of ad innovation at Pandora. “Studio Resonate’s world-class audio creative team has the experience, expertise, and data to help marketers approach audio in its own way – improving opportunities for ad effectiveness and resonance, while increasing listener satisfaction.”