Pandora CEO Kennedy Talks Ad Growth
February 14, 2013

Speaking at the Goldman Sachs tech conference on Wednesday, Pandora CEO Joe Kennedy discussed the digital music service's growth and its increasing movement into terrestrial radio's advertising space. Kennedy said that Pandora sees 2013 as "enabling us to accelerate our penetration of the traditional radio market," reports Radio Ink. He also spoke about terrestrial radio's lengthier spot breaks, calling them "crushing," and noting that most ads on Pandora are just 15 or 30 seconds, adding up to a one minute spot set in total. Kennedy said that Pandora's ads are more powerful and hit their targets more effectively as part of shorter stop sets. Pandora currently airs just one or two ads per hour, though the company expects to gradually increase that number.

Kennedy also told Goldman Internet analyst Heath Terry that Pandora plans to have salespeople in the top 25 markets in 2013, up from just the top ten. Pandora is aiming for larger advertisers as well, not just local businesses. The company also will take advantage of its data on each user, which includes individuals' email, birth year and zip code.

According to Forbes, Kennedy also made multiple references to "disrupting" traditional terrestrial radio, in both listening and advertising. Kennedy said that currently almost 80 percent of Pandora listening time is done on mobile devices. He also discussed the issue of royalty costs, saying that while the company believes it pays an unfairly high cost, Pandora can still build their business despite the current rates.




 
Breaking News
Interscope Records Continues to Roll in 2016
Liz Morentin Named Executive VP/Comms and Media At Warner Bros Records
Delilah to Be Inducted Into NAB Broadcasting Hall of Fame
December 2, 2016
CBS Radio Elevates Tracy Brandys To SVP/Market Manager & Director/Sales, Baltimore
WKST/Pittsburgh's Stuff A Bus Fills 57 Buses With Toys For Toys For Tots
Dan Dalton and Roc Nation Form Management Partnership
December 1, 2016
iHeartMedia Launches On-Demand Streaming Services
105.1 The Bounce/Detroit Announces On-Air Lineup
November 30, 2016
Alpha Media Names Ronnie Stanton VP/Programming
WNFZ/Knoxville Helping Fire Victims
November 29, 2016
Warner Music Group Names Ole Obermann Chief Digital Officer & EVP/Business Development
iHeartMedia Names Bob Neumann SVP/Programming For Savannah/Hilton Head
Nina L. Diaz Elevated To Head Of Unscripted For MTV & VH1
Broadcasters Foundation Of America To Honor Cox Media Group’s Bill Hoffman
November 28, 2016
Tony Martell, Founder of TJ Martell Foundation Passes Away at Age 90
Dayton Kane Appointed PD Of WOGB & WKRU/Green Bay
SportsRadio 94WIP, Phillies Extend Broadcast Rights Agreement
November 23, 2016
Pierre Robert Celebrates 35 Years at WMMR/Philadelphia
iHeartMedia Launches "Rewind 92.1" in Madison, WI
Kara Leigh to join The Tad & Melissa Show On Atlanta's B98.5
KDND-FM Morning Show To Collect Toys for Sierra Forever Families
November 22, 2016
iHeartMedia Names Derrick "DC" Cole SVP/Programming For Wilmington, DE
James Corden Named Host Of 59th Annual Grammy Awards
Music News
The Weeknd's Starboy Rises to the Top
Quick Hits: Justin Bieber, Guns N' Roses, Carolina Rebellion, Dick Clark’s New Year’s Rockin’ Eve With Ryan Seacrest
Prince Documentary, Celebration on the Way in 2017
Quick Hits: Alessia Cara, Lady Gaga, Dead & Company
Quick Hits: J. Cole, Bon Jovi, Grouplove, Kid Cudi, ABC's Dick Clark's New Year's Rockin' Eve
Metallica Earn Sixth #1 Album on Billboard 200
Quick Hits: Taylor Swift, Rock On The Range, Kelly Clarkson
Quick Hits: Grammy Hall Of Fame, Soul Train Awards, Guns N' Roses
Justin Bieber and Drake Top 2016 American Music Awards
Quick Hits: Bruno Mars, Adele, The Weeknd, Chance The Rapper
Quick Hits: Kanye West, The Weeknd, Coldplay
Soul Singer Sharon Jones Dead at 60
Quick Hits: A Tribe Called Quest, Kanye West, Kesha
Quick Hits: Green Day, Justin Bieber, Bon Jovi
Bruno Mars Announces 24K Magic World Tour
FMQB NOW

Ross Mahoney, PD
KXTE, Las Vegas



Question Of
The Week

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!