Pilot programme launches with Volkswagen campaign facilitated by PHD US
Pandora, the largest music streaming service in the US, announced it has built a premium marketplace that will allow advertisers to purchase its audio inventory programmatically across mobile and desktop. The pilot programme is launching with Volkswagen and will expand to include additional advertisers and partners in the coming months.
Today, Pandora is the largest publisher of digital audio in the US. As the pilot moves towards general availability, audio will join Pandora’s existing display and video inventory available for purchase programmatically, giving media buyers the opportunity to:
- Reach over 73 million monthly active listeners in an efficient and targeted way, by leveraging Pandora’s first-party data and over 2,000 proprietary targeting segments, while also allowing advertisers the option to apply their own data-sets
- Effectively bid on premium inventory across Pandora’s audio, video and display ads through a private marketplace
“Cars and music both have a way of eliciting an emotional connection. At Volkswagen we’re always looking to effectively reach drivers consumers in ways that move them while maintaining scale in a brand-safe environment,” said Jim Zabel, Senior Vice President of Marketing at Volkswagen. “By working with Pandora for its programmatic audio pilot we’ll now have the opportunity to efficiently reach a large base of listeners with the quality first-party data that our campaigns require.”
The Volkswagen campaign was facilitated by PHD US, Volkswagen’s media agency of record, as part of Omnicom Media Group’s exclusive collaboration with Pandora. The campaign will use demand-side platform (DSP) The Trade Desk. Pandora is making its audio inventory available through deals with The Trade Desk, AdsWizz’s AudioMatic and MediaMath during the pilot and will include additional DSPs in the future. The marketplace is powered by AdsWizz’s AudioMax audio programmatic platform.