Digital music service Pandora has announced an expansion of its local advertising program, allowing "local media companies to sell Pandora inventory bundled with their own advertising products in an effort to help local advertisers utilize mobile advertising to reach on-the-go consumers."
The Pandora Local Reseller Program is an extension of the company's broader local sales strategy to extend its reach to secondary and tertiary markets. According to an announcement from the company, its local advertising strategy has resulted in more than 800 local advertising campaigns scheduled to run this year, a 100 percent increase from just two months ago. A number of local newspapers have partnered with Pandora under this program, including The Miami Herald, The Salt Lake Tribune and The San Diego Union-Tribune.
Pandora Chief Revenue Officer John Trimble said, "Consumers are increasingly mobile, and advertisers want to be where their consumers are. We have a clear advantage, both in our scale of more than 100 million people accessing Pandora on mobile, and our unique ability to help advertisers reach targeted audiences through both visual and audio ad formats."