Music app Pandora has recently updated its app to feature ads more effectively. The company said that users were now able to access Premium services to listen to full albums and premium playlists if they viewed a 15-second video ad.
So instead of paying a subscription fee, users can simply view videos on Pandora.
Heineken was among the first brands to test the service.
The new non-skippable 15 second advertising format should help Pandora grow its audience.
Pandora’s ad revenues increased 8% to $315 million during Q3 2019. Subscriptions rose 5% to $132 million.
The company is showing off its ad and campaign potential with a brand campaign that will feature a live performance by singer Halsey on December 10th in New York Times Square. All the while, people will be able to dance whilst listening on their headphones.
The campaign will combine TV spots, digital ads and out-of-home formats.
Only recently, the music app added personalisation and discovery features to its mobile experience.