Pandora Launches Interactive Voice Ads
By Travis Riffe • December 17, 2019
Pandora has begun to test a new type of advertising format that allows listeners to respond to the ad by speaking aloud. The new ads begin by explaining what they are and how they’ll work. They then play a short and simple message followed by a question to which listeners are prompted to say “yes”. The ads will then offer more information about the product or brand in question. For example, the Wendy’s ad asks listeners if they’re hungry, and if they say “yes” the ad continues by offering a recommendation about what to eat. Pandora believes these types of ads will be more meaningful as they force listeners to pay attention. For the brand advertisers, voice ads offer a way to more directly measure how many people an ad reached — something that’s not possible with traditional audio ads, which by their nature aren’t clickable.