Pandora Will Debut Personalized Digital Audio Ads and Sequential Messaging This Year

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Pandora Will Debut Personalized Digital Audio Ads and Sequential Messaging This Year

Dynamic personalized ads and sequential messaging are coming soon to Pandora. The tool lets marketers build audio ads designed for listeners based on their gender, age and ZIP code, taking into account variables like the weather and time of day.

If marketers use the sequential messaging feature, Pandora can serve ads that tell a bit of a story to listeners or ads that reveal different pieces of information in each spot. According to Pandora, campaigns that tell stories before asking people to buy something are usually more effective than ads that just dive right in.

While personalized ads are leading the trend in digital marketing, no matter it's audio or visual, I think one thing special about the new feature is the sequential messaging feature. It enables marketers to make more engaging content like telling a story, and I feel it can work better with audio ads. People usually consistently listen to radio or music, while we don't tend to have the consistency when reading something online or watching a youtube video. So the idea of sending sequential advertising messages can be implemented into audio ads easier. I'm really looking forward to seeing if this feature cloud lead a new trend of digital audio ads.