Pandora Now Lets Advertisers Target Drivers


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Do you use Pandora radio while driving? If so, you might just start to get a bit more advertising from more companies.

Pandora announced at CES that it's now letting advertisers target drivers with in-car advertising. The company notes that Pandora Radio is already available on nine out of the 10 best-selling passenger vehicles so this new initiative will help advertisers reach consumers on their phones and in their cars.

“Nearly half of all radio listening takes place in the car. We knew early on that to redefine radio, we would need to seamlessly deliver Pandora through in-dash entertainment systems," said Simon Fleming-Wood, Pandora Chief Marketing Officer. "With an 8.60% share of total U.S. radio listening and unmatched growth and adoption of Pandora in the car, we are now seizing the opportunity to connect advertisers with a more targeted audience than traditional radio can provide.”

Starting out, Pandora has lined up BP, Ford Motor Company, State Farm and Taco Bell as the companies that will begin rolling out ads in the car early this year. The ads will be the usual 15 to 30-second audio spots that you're used to hearing on radio stations so there won't be any major disruption. The focus on national brands might also help protect you from the awful radio ads that local businesses air every day.

As expected, advertisers love the idea of being able to reach more consumers in more places:

“Taco Bell fans are passionate about music, and we want to continue to share moments of music exploration and discovery with them," Taco Bell Chief Marketing Officer Chris Brandt. "We’ve already been able to reach fans by Pandora via their mobile devices, and now, the latest in-car platform will allow us to reach them in their car during mealtime moments when our message is most relevant.”

Image via Pandora/YouTube