![Web Music Category Tunes to Audio, Visual Ad Models
[…]That’s true even for a seemingly background-relegated music product like the popular Web radio platform Pandora. Its users actively rate songs 7 million times a day in aggregate. “That’s seven million times people come in contact with your ad,” said chief revenue officer John Trimble. Still, Pandora has introduced audio ads in the past year. CBS’ Last.fm (which was streaming 14 Michael Jackson tracks per second following his death) is pushing for the medium to become even more multisensory with the recent rollout of Personalized Visual Radio, a format designed to encourage users to listen to and “watch” playlists. This visual approach has created “a new paradigm,” said David Goodman, president of the CBS Interactive Music Group-a paradigm which is suited to rich media ads rather than audio. Being associated with free Web music is attractive to a lot of brands, said James Kiernan senior VP, group director, MediaVest USA. “Playlists have become currency in social networks,” he said. “Certain advertisers are drawn to that influencer equity.” That more often means custom sponsorships, like brand-sponsored playlists, rather than radio-like audio ads. Kiernan believes that is the right approach. “This medium needs to be approached a little differently than radio.”
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Web Music Category Tunes to Audio, Visual Ad Models
[…]That’s true even for a seemingly background-relegated music product like the popular Web radio platform Pandora. Its users actively rate songs 7 million times a day in aggregate.
“That’s seven million times people come in contact with your ad,” said chief revenue officer John Trimble. Still, Pandora has introduced audio ads in the past year.
CBS’ Last.fm (which was streaming 14 Michael Jackson tracks per second following his death) is pushing for the medium to become even more multisensory with the recent rollout of Personalized Visual Radio, a format designed to encourage users to listen to and “watch” playlists. This visual approach has created “a new paradigm,” said David Goodman, president of the CBS Interactive Music Group-a paradigm which is suited to rich media ads rather than audio.
Being associated with free Web music is attractive to a lot of brands, said James Kiernan senior VP, group director, MediaVest USA. “Playlists have become currency in social networks,” he said. “Certain advertisers are drawn to that influencer equity.”
That more often means custom sponsorships, like brand-sponsored playlists, rather than radio-like audio ads. Kiernan believes that is the right approach. “This medium needs to be approached a little differently than radio.”
