Now media buyers can purchase hour-long sponsored listening on Pandora, the music streaming service. Its new ad format is called “Sponsored Listening,” and features ads that can run anywhere from 15 seconds to 2 ½ minutes.
Additionally, viewers can be asked to click on an ad to start an hour of this sponsored music. Advertisers participating in this program so far include Gatorade, Corona Extra and Yuengling.
Pandora currently reaches 80 million active listeners and claims its pilot ads boosted purchase intent by 30% and brand awareness by 12%.