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
Emmis Reports Lower Revenue in Full Fiscal Year, Fourth Quarter
Radio One Net Revenue Up 3.1 Percent in First Quarter
Benztown To Distribute Classic Hip Hop and R&B Radio Show Hosted By Sir Mix-a-Lot
May 4, 2016
iHeartMedia Reports Results for First Quarter
Beasley Broadcast Group Reports Revenue Growth in Q1
WDJX/Louisville DJ Alex Clark Cast In New Fox TV Series Coupled
Dave Ramsey to Keynote 2016 Radio Show
In Brief - May 4, 2016
May 3, 2016
CBS Corporate Revenue Up 10 Percent In First Quarter
Adam Wiener Named EVP/GM, CBS Local Digital Media
iHeartRadio Breaks Another Record: 85 Million Registered Users
Greater Media Renews Relationship with Triton Digital
Live Nation Reports $1.2 Billion in Q1 Revenue
In Brief - May 3, 2016
May 2, 2016
Entercom Reports First Quarter Results
Cumulus Names Brian Demay PD of WRRM-FM/Cincinnati
CBS Radio Names Kenetta Bailey SVP/Marketing
April 29, 2016
Pandora Revenue, Listenership Rises In Q1
In Brief - April 29, 2016
April 28, 2016
SiriusXM Reports First Quarter 2016 Results
CMG Tulsa Names Nathan Reed Director of Branding & Programming at KRAV-FM
Cumulus Media Shreveport Ups Julie Kansy to PD at KQHN
ASCAP Revenue Tops $1 Billion For Second Straight Year
April 27, 2016
Blaire Galaton-Kelleher Joins “The Jack Diamond Morning Show” On WRQX/Washington, D.C
Music News
Austin City Limits Led By Radiohead, Mumford & Sons, Kendrick Lamar
Quick Hits: Justin Timberlake, Red Hot Chili Peppers, Drake, Beyoncé, Janet Jackson
Quick Hits: Alicia Keys, Celine Dion, Kanye West
McCartney, Stones, The Who Top New Festival
Quick Hits: Radiohead, Chris Brown, Against Me!, Violent Femmes, Miike Snow
As Expected, Beyoncé Tops Billboard Chart With Lemonade
Quick Hits: Prince, Radio Disney Music Awards, Radiohead, classic rock festival, Red Hot Chili Peppers, Garbage
FMQB Photo Pass: Pearl Jam
Blink-182 Announce Album, Tour With Matt Skiba
Drake Expands Tour, Reveals Tracklist For Views
Quick Hits: Demi Lovato & Joe Jonas, Cash Cash, Whitney Houston, Deftones' Chino Moreno
Quick Hits: Justin Bieber, Lady Gaga & Elton John, Prince, Thrival Festival, B.o.B
Quick Hits: Bumbershoot Festival, Fetty Wap, HARD Summer, Jenny Lewis, Bayside
Prince Returns To The Top Of The Billboard 200
Drake Announces Summer Sixteen Tour, OVO Fest
FMQB NOW

Nick Petropoulos
Head of Promotion
Glassnote Music

    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!