Pandora Radio Targets Drivers With Fewer Ads

Pandora Radio is one of the most used alternatives to local radio stations, especially in the car. Now some cars will come with the service, getting less ads than those on any other device, save Premium users. The announcement came via CES 2014.

One of the most common places to listen to the radio is in a car, and Pandora has come to realize it. Local radio stations usually attempt to be clever and funny in the mornings, playing next to no music, or they stick to a format later on which isn’t always the music you tuned into the station to hear. Pandora has been known to take the random chatter and formatted shows and toss them out in favor of only playing what you want to hear. If you’re willing to pay for it, you can hear your music nonstop with no ads.

Drivers of those vehicles that Pandora Radio is targeting with fewer ads will get more travel-specific ads, and that’s all. No payment is necessary if you drive one of them; Pandora Car Radio simply won’t play so many ads.

Admittedly, there are some downsides to listening to Pandora in the car. The music service uses feedback to determine what music you want to listen to (thumbs up if you like it, thumbs down if you never want to hear it again). Occasionally if you hear a song you don’t like, you have to tell the station to skip it. This takes your attention off the road for a second or so, unlike traditional radio stations, making it more dangerous.

Please listen responsibly.

State Farm Advertising Director Ed Gold had this to say about Pandora Radio advertising in motor vehicles:

“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.”

Pandora CMO Simon Fleming-Wood spoke about the new direction in advertising at CES 2014:

“With an 8.6 [percent] share of total [US] 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.”

With previous alternatives being having to use your smartphone to supply the music, Pandora’s automotive service could redefine the way we listen to the radio. Advertisers already on board to deliver the more travel-specific use of the service include the aforementioned State Farm, Taco Bell, BP, and Ford Motor Company.

There will be more of a chance that you’ll hear an ad for something relevant to your situation, and that’s what Pandora Radio advertising is aiming for.