PANDORA UNLOCKS PREMIUM ACCESS WITH AN AD

Pandora has come up with a way to provide access to on-demand music on its ad-supported tier: Have the listener view a 15-second ad.

For the first time, when listeners search for a specific song, album or playlist, or have one recommended to them by Pandora, they’ll have the option to view the ad in order to unlock a Pandora Premium listening session.

Pandora President & CEO Roger Lynch said the ability to directly play specific songs, albums or playlists has been the #1 request from users on the ad-supported tier.

“These new features address that need by marrying rewards-based advertising with the best-in-class on-demand experience we’ve created with Pandora Premium," he said, adding, "Now what do I have to click to make you guys go away?”

Chris Phillips, Pandora’s Chief Product Officer, said the new offering “is game-changing not only for listeners, but also for artists and advertisers. For artists, it creates new avenues of promotion by providing fans with direct links to play their music. For advertisers, it offers new ways for brands to build trust and create value for their audience.”

This feature will enhance Pandora’s existing Video Plus solution for advertisers, which aligns 15-second guaranteed video ad views to key product features.