Getting Started With Pandora

Jul 6, 2020

Launching a digital audio campaign with Pandora is easy! Whether you’re trying to grow brand awareness or drive store traffic, our dedicated team is here to understand your goals and make sure you nail it. To help you get started, here’s a cheat sheet for some of our most frequently asked questions.


Q: How much does it cost to advertise on Pandora? A: We can accommodate budgets of all sizes. Our minimum annual spend to work with a dedicated Sales representative is $15,000; our managed service provides custom solutions to meet your unique business objectives and budget parameters. If your budget is under this minimum, we also offer a self-serve solution with AudioGO, our self-service audio advertising platform. With a minimum spend of $250, you can access Pandora’s premium inventory as well as other audio publishers’ inventory.

Q: What’s the biggest difference between buying digital audio vs. radio? A: Digital audio is structured on a per impression basis—a 1:1 relationship with the listener. Our listeners are logged in 100% of the time, so we know precisely who is being targeted and receiving ads. Alternatively, when you buy traditional radio spots, you must buy the station’s total audience during specific dayparts regardless of your target. There’s no way to guarantee who is actually listening and who has tuned out during a commercial break.

To illustrate: Let’s say you want to reach women 18-34 who live in Palm Beach, Florida. Using digital audio, you can buy that exact audience and feel confident that no impressions (or $$) are being wasted. Using traditional radio, it’s more of a guessing game—you would need to buy multiple stations in the Miami DMA or MSA and select radio formats you presume are geared towards women within that age range. You would inevitably be paying for listeners outside of your target area of Palm Beach who live in other counties within the DMA or MSA, as well as listeners who are not women ages 18-34.

Q: Can I reach my local audience on Pandora + SoundCloud? A: Yes! We have 117M¹ monthly unique visitors, which means we can deliver local audiences at scale. In fact, we are #1 in 154 U.S. markets². We have precision targeting capabilities and can reach your most likely customers segmented by age, gender, geo, and much more.

Got questions about a specific market? No problem, we’ve got you covered! We can tell you how many people you’ll reach in your desired DMA, MSA, or county. For more targeting talk, take a read through Your Audience Is Listening: Connect on Pandora or read more in our Media Kit.

Q: How do I know the right product/s for my brand? A: Our in-house experts will craft a custom proposal with recommendations based on your objectives and unique business needs.

However, our most popular product is in fact our Audio Everywhere product. Audio Everywhere is a cross-platform solution in which your :10, :15, or :30 creative spot runs within music or podcast content, and is also amplified with visual presence across mobile, tablet, and web. The ability to reach customers across all devices allows you to connect with your audience in meaningful moments throughout the day: in-car, at home, with friends, and more. We also have a variety of other digital and video solutions that can help you achieve your goals. Download our media kit here for the latest products and offerings.

Q: Do I need to have an audio spot to advertise on Pandora + SoundCloud? A: No, you don’t! Creative services are available for our advertising partners. Our creative team can develop an audio spot customized for your brand and tailor-made to fit your objectives.

I have a radio spot already produced, should I use that? A: You can definitely use pre-existing audio spots—but remember, a digital audio environment can be a different environment than that of radio (think: 1 to 1 vs. one to many). Make sure your spot has the appropriate tone and volume for those settings.

Q: Do I get any post-campaign reporting? A: Yes you do! Unlike radio, we will provide you with a comprehensive reporting package that includes impressions, reach, and frequency at the end of the campaign so you know exactly how your campaign performed. Interested to learn more about measurement? Check out: Let’s Talk Measurement: Set Your Brand Up for Success.

Ready to get started? We’re here for you! Reach out to connect with one of our Sales reps today here.

1 comScore Media Metrix, March 2020 2 Simmons Research, Local Market Studies, Fall 2019

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