Η εποχή όπου το σύστημα ενημέρωσης και ψυχαγωγίας του αυτοκινήτου σου θα παίζει διαφημίσεις ανάλογα με την περιοχή που βρίσκεσαι ήρθε. Αυτό ανακοίνωσε σήμερα η Pandora και η HARMAN με την πρώτη να ξεκινά τις διαφημίσεις αυτές μέσα στις επόμενες ημέρες και αρχικά θα διαφημίζει brands όπως οι BP, Ford, State Farm και Taco Bell. Τα σποτάκια θα έχουν διάρκεια 15 και 30 δευτερόλεπτων και αν κάποιος δεν θα θέλει να τα ακούει, τότε θα πρέπει να αγοράσει την ετήσια συνδρομή Pandora One κόστους $36.
Η HARMAN από τη μεριά ανακοίνωσε πως θα συνεργαστεί με την AdsWizz η οποία θα προσφέρει στοχευμένη διαφήμιση σε κινητά τηλέφωνα και οχήματα μέσω του application Aha Radio.
[Πηγή: Pandora & HARMAN]
Pandora Launches Advertising on Automotive Platforms
Continued growth and adoption of Pandora in the car offers advertisers new opportunities to connect with consumers
LAS VEGAS & OAKLAND, Calif.–(BUSINESS WIRE)–Pandora (NYSE: P), the leading internet radio service, today announced it will begin rolling out in-car advertising solutions this month. Major national brands including BP, Ford Motor Company, State Farm® and Taco Bell are on board to take advantage of the first-to-market opportunity. Pandora, which today reported more than 76.2 million active monthly listeners and more than 1.58 billion listening hours across all platforms in December 2013, is currently available on nine out of the 10 best-selling passenger vehicles. More than 4 million unique users have activated Pandora through a native integration across the 23 major auto brands and 8 aftermarket manufacturers on the company’s partner roster, representing an increase of 244 percent from the same time last year.
Pandora Chief Marketing Officer, Simon Fleming-Wood, said, “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. 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.”
Incorporating Pandora into the native environment of the car has remained a key focus for the company since announcing its first automotive brand partnership with Ford in 2010. Through the connectivity of a smartphone, Pandora native automotive integrations shift the popular controls of the service, like station creation and thumbs feedback, from mobile devices into in-dash entertainment systems, so listening to personalized radio in the car is as easy as AM/FM radio.
Advertisers will now have the opportunity to reach car-bound audiences through 15- and 30-second audio spots that will run across the 130 vehicle models that include a native Pandora integration in addition to the more than 270 aftermarket automotive devices that feature the personalized radio service. The company will introduce listeners to the in-car advertising experience by delivering fewer audio ads than on any other Pandora platform. Pandora listeners who subscribe to a Pandora One premium account will continue to enjoy an ad-free listening experience.
Ford Motor Company Digital Marketing Manager, Erica Bigley, said, “As an innovation leader, we knew early on that a vibrant app ecosystem was essential to the success of our technology platform and with the vehicle as the traditional home of radio, we were the first to bring the personalized Pandora experience to customers via SYNC® AppLink™. This next partnership phase lets us effectively reach highly engaged customers where they are most likely to enjoy radio and is incredibly exciting for our business.”
State Farm Advertising Director, Ed Gold, said, “State Farm was a Pandora early-adopter. People are passionate about their music and their cars. With so much music being consumed in the car, Pandora automotive platforms allow listeners to customize that experience and we are excited to be able to connect with consumers in that environment.”
Taco Bell Chief Marketing Officer, Chris Brandt, said, “Taco Bell fans are passionate about music, and we want to continue to share moments of music exploration and discovery with them. 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.”
HARMAN Partners with AdsWizz to Deliver Targeted Advertising via Aha Radio
Partnership Enables Aha Radio to Monetize Global Connected Car and Mobile User Base
LAS VEGAS–(BUSINESS WIRE)–HARMAN today announced it will begin delivering targeted audio advertising to its users through a partnership between its Aha Radio and AdsWizz. A leading global technology provider of advertising solutions for the digital radio and audio industries, AdsWizz will be Aha Radio’s primary technology partner in enabling targeted audio advertising in vehicles and mobile phones through the Aha Radio app. This is the first time that the AdsWizz server-side Audio Injector for Streamers (AIS), built to be compatible with most of the market recognized streaming technologies, will be used in the vehicle audio advertising space.
“It’s thrilling for us to partner with Aha”
Aha converts a wide range of Internet content, including social media updates and music, into radio stations that drivers can intuitively use and personalize according to their tastes and preferences. Those stations can then be accessed in their cars like AM or FM radio or on their smart phones through the Aha app.
The deal means Aha will be able to monetize its base of over 50 car models by 14 automakers including Acura, Chrysler, Ford, Honda, Mazda, Porsche, Scion, Subaru and Toyota. At the end of 2013, there were more than two million Aha-enabled vehicles on the road. The partnership will change how audio advertising works in the vehicle. Working with AdsWizz, Aha will test short and long-form messaging in a manner that is driver-appropriate and National Highway Traffic Safety Administration (NHTSA) compliant.
“At CES, HARMAN is showcasing a number of new solutions that upgrade, connect, or improve both the infotainment and audio experience for vehicles on the road today,” said David Slump, president, Automotive Services. “We decided to team up with AdsWizz because of its advanced targeting and audio content delivery capabilities. The Aha connected vehicle integrations require a unique set up and AdsWizz meets all our technological requirements beautifully.”
AdsWizz offers the world’s only global audio ad exchange as well as other services that make it possible for ad buyers to precisely target audiences based on listening device, location, registration data and context. For digital audio content providers like Aha, AdsWizz provides unique audience insight and targeting capabilities, as well as ad insertion and management technologies, to ensure that all possible inventory can be monetized optimally.
“It’s thrilling for us to partner with Aha,” said Don Albert, president of North America for AdsWizz. “We know that together we’re pioneering the connected car space, one of the most dynamic areas for today’s connected consumers. Aha can now open up a revenue stream from the amazing content they deliver, while still maintaining the highest quality experience for their users.”