Pandora tests advertiser-promoted stations

May 07, 2014
Popular Internet radio service Pandora on Wednesday began dabbling with boosting revenue by letting advertisers "promote" stations listeners might like

Popular Internet radio service Pandora on Wednesday began dabbling with boosting revenue by letting advertisers "promote" stations listeners might like.

"Promoted Stations" are being woven into suggested listening options for about 10 percent of Pandora's approximately 76 million monthly users, according to the Oakland, California-based streaming radio star.

"We are relentlessly focused on advertising solutions that enhance both the listener and advertiser experiences," Pandora Media vice president of digital advertising Lizzie Widhelm said in a release.

Promoted Stations entice listeners with digital content put together in collaboration with advertisers who then have opportunities to woo Pandora users with brands or messages, according to Widhelm.

Advertisers taking part in the test phase include Toyota, Kleenex, Skechers, StubHub and Taco Bell.

Pandora has won fans of its service for streaming music to Internet-linked devices and is working on boosting revenue to cover song royalties and other costs.

A US judge in March handed Pandora a partial victory in a royalties dispute with music publishers and songwriters.

The decision, closely watched for its impact on the fast-growing online radio industry, keeps intact the royalty rate paid by Pandora, the largest US Internet firm.

US District Judge Denise Cote set a five-year royalty rate owed by Pandora to the American Society of Composers, Authors and Publishers (ASCAP) for licensing music at 1.85 percent, the same level as currently exists.

ASCAP had sought a gradual increase, while Pandora had argued the royalties should be dropped.

Cote's ruling suggested a hesitancy to wade too deeply into rate-setting in a fast-changing industry.

Explore further: US judge hands Pandora a partial victory on royalties

add to favorites email to friend print save as pdf

Related Stories

Pandora loss shrinks as revenue rises

Aug 29, 2012

Internet radio firm Pandora on Wednesday reported that its revenue climbed in the recently-ended quarter but that it still lost money due in large part to royalties paid out for songs.

Pandora listening up in face of iTunes Radio

Nov 05, 2013

People listened to Pandora's Internet radio service for a collective 1.47 billion hours in October, up 18 percent from a year ago, in the face of the launch iTunes Radio.

Recommended for you

Barclays to allow payments by using Twitter handles

21 hours ago

The next chapter in banks moving into the digital age is a stretch beyond reminding customers over phone lines that they can also bank online. Barclays has launched Twitter payments through Pingit.

QR codes engineered into cybersecurity protection

Feb 27, 2015

QR, or Quick Response, codes – those commonly black and white boxes that people scan with a smartphone to learn more about something – have been used to convey information about everything from cereals ...

Australian laws on storing phone, Internet records to change

Feb 27, 2015

(AP)—A parliamentary committee on Friday recommended a major rewrite of draft laws that would force Australian telcos and Internet providers to store customers' personal data for the convenience of law enforcement agencies. ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.