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
iHeartMedia Atlanta Names New Market President and Vice President of Sales
iHeartMedia Myrtle Beach Names Zac Davis Operations Manager
Tim Maranville Joins Cross Platform Media Group As Chief Content Officer
Study: New Brain Research Demonstrates High Effectiveness Of Radio Advertising
Survey: Justin Timberlake Is Musicís Best Male Role Model
In Brief - September 30, 2014
September 29, 2014
Jon Pinch Delays Retirement, Named Market Manager At Cumulus-Atlanta
iHeartMedia Names Earl Jones SVP, Urban Operations
Report: Few 13-20ís Name FM As #1 Music Source
New Study: Radio An Effective Way To Influence Swing Voters
In Brief - September 29, 2014
September 26, 2014
eQB NOW
The Week In Review: 9/22-9/26
Cox Media Group Names Pete Spriggs News/Talk/Sports Radio Format Leader, Drew Anderssen Format Coordinator
Mann Gets HOT From HITS In Bakersfield
ErrorFM.com Announces Launch Date, Features
In Brief - September 26, 2014
September 25, 2014
iHeartRadio Music Festival Generates 5 Billion Social Impressions
In Brief - September 25, 2014
September 24, 2014
Report: Southern California Broadcasters Association White Paper
In Brief - September 24, 2014
September 23, 2014
Jelli Selects Digigram To Provide Sound Cards For RadioSpot
In Brief - September 23, 2014
September 22, 2014
BIA/Kelsey Projects $139.3 Billion In Local Media Revenue By 2015
Music News
Lorde Drops "Yellow Flicker Beat"
Quick Hits: Gwen Stefani & Pharrell Williams, Mary Lambert, Alex & Sierra
Taylor Swift, Metallica & More Headlining 2015 Rock In Rio USA
Quick Hits: Britney Spears, Prince, Birdman, Black Sabbath, Rancid
Thom Yorke Releases Surprise Solo Album Via BitTorrent
The Week In Review: 9/22-9/26
Quick Hits: R.E.M., AC/DC, U2
Metallica Has Goodies In Store This Holiday Season
Quick Hits: Justin Bieber, Kanye West, Wiz Khalifa & Amber Rose, Brandi Carlile, Neil Young, Bob Seger
Streisand, Chris Brown Top SoundScan Sales Chart
Nickelback Moving To No Fixed Address In November
Quick Hits: AC/DC, Bruce Springsteen, Weezer, Outkast, The Who
T.I. Gets Paperwork In Order
FMQB Photo Pass: Lily Allen
Quick Hits: Kelly Clarkson, Bob Dylan, Iggy Azalea, Lana Del Rey, Jeff Bridges
FMQB NOW

Celebrating
The History Of
WFLZ/Tampa

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!