Where Audio Drives Visibility: Advertising on Pandora & SoundCloud

Pandora and SoundCloud are more than meets the ear—for both audiences and brands. For years, we’ve pioneered display ad formats that perfectly complement our platforms to capture the eye in ways that are native to the experience. And while some audio companies are just now announcing visual ad types we developed years ago, we’re continuing to innovate and lead the industry.

Reach audiences in interactive moments

Audio is a powerful, always-on channel—reaching audiences during moments when screens aren’t the focus. But with the rise of digital audio, listening is increasingly happening on devices with screens. Listeners are browsing, curating playlists, skipping tracks, and engaging with content across mobile devices, desktops, and connected TVs. In fact, more than half of all audio listening time now happens on devices with screens, 1 opening the door for a more dynamic, multi-sensory advertising approach.

This shift presents a major opportunity for brands: Combine the ever-present, emotional power of audio with the visual impact of display.

Reap the benefits of active engagement

Commutes, workouts, household routines—audio excels at reaching audiences in moments of high attention and low visual clutter. These are the moments where traditional visual media struggles to break through. Streaming audio fills that gap, embedding brands into daily habits and routines in a way few other channels can.

But users aren’t just passively consuming—they’re actively engaging. That behavior creates natural opportunities for visual touchpoints that complement audio storytelling. Rather than replacing audio, display enhances it.

Amplify your audio presence with display

The idea that audio and visual should work together isn’t new—but it’s never been more effective. Display ads on SiriusXM Media platforms deliver +3% in unaided awareness. 2 And pairing a 30-second audio spot with a persistent display unit can drive up to 2x higher brand recall compared to audio alone. 3

Display ads benefit from context. On platforms like Pandora and SoundCloud, they can be served during high-intent moments for maximum exposure.

Visual ads work in a sound-on environment:

• More interactive. Listeners are scrolling, exploring, and curating playlists instead of just turning a dial or spinning a disk.

• More intentional. From product awareness to website traffic, display ads unlock new ways to engage in a digital audio space.

• More engaging. Already investing in audio units? Audio builds the story while display paints the picture.

Audio builds the narrative, capturing attention, sparking emotion, and telling the story. And display reinforces the message, adding visual cues, branding elements, and clear calls to action. Together, they create a seamless, multi-sensory experience that resonates with listeners.

Be seen and heard on Pandora and SoundCloud

Display advertising in streaming audio isn’t limited to static banners. It spans a wide range of formats designed to meet different campaign goals—from awareness to conversion.

Turnkey display solutions

• Standard display: Drive user action with display through a feature-rich canvas that showcases your brand and builds awareness throughout the campaign.

• Responsive display: Leverage a larger creative canvas that’s truly native and takes advantage of screen real estate and the surrounding user experience.

• Carousels: Create a larger narrative through an interactive unit that gives brands multiple panels to showcase a product and its benefits.

Tailored display solutions

• Sponsored stations: Sponsor Pandora’s most popular stations and align with highly engaged audiences through personalized listening experiences.

• First impression takeovers: Own the first Impression across our most heavily trafficked screens with cross-platform display.

• Welcome interstitials: Build top-of-mind awareness on mobile with a rich display unit that appears when the Pandora or SoundCloud app is launched.

Custom display solutions

Rich media units customized to your brand that reward listeners with uninterrupted listening in exchange for interacting with your ad. These custom solutions take display even further, introducing gamified or interactive elements that invite users to engage directly with the brand—turning attention into participation.

Leverage seamless integration to drive real results

One of the key advantages of display within streaming audio is how seamlessly it integrates into the user experience. These ads appear alongside the interface elements listeners already interact with—without disrupting the flow.

And the results speak for themselves. Display ads on streaming audio platforms have been shown to drive measurable lifts in awareness and even real-world outcomes like foot traffic. 

Mobile display ads on Pandora and SoundCloud boost foot traffic

Here’s an example of how a theme park reached its campaign goals with visual ads on our platforms.

The challenge. A theme park brand wanted to tap into streaming audio to boost incremental visits and foot traffic. 

The solution. We brought the advertiser’s video and display creative to life on Pandora and SoundCloud, reaching adult listeners ages 25-54, theme park visitors, parents, and people in locations close to the parks.

The results. By tapping into visual ads, this theme park brand was able to illustrate the magic of their locations and drive visits.

• +42.8% lift in visits driven by mobile display ads 4

• +40.7% lift in visits driven by mobile video ads 4

Pair powerful formats with SiriusXM Media

Ready to get visual in the largest audio ecosystem in North America? From streaming audio, podcast, and premium live talk content to audio, display, video, and custom formats, we can help you reach and resonate with your target audiences.

Let’s talk.

Learn more about display for audio platforms