Pandora Radio: User-First Advertising (This is Smart!)
Today I attended the 1st annual Ad-Tech Live here in Atlanta where I got the chance to hear from a lot of speakers from inside the advertising and marketing industry about the state of things.
They talked a lot about AI, the data breach at Facebook, and the future of voice search.
However, one of my favorite takeaways was from the talk given by Pandora Radio's SVP of Ad Innovation and Sales Enablement Lizzie Widhelm, where she showed how Pandora has worked to create a user-first advertising method.
What does that mean?
Well the video explains in detail, but remember there are two types of consumer advertising: interruptive advertising (like Facebook, where people aren't seeking out any solutions) and assistive advertising (like on Google, where ads are shown once the user expresses more of an intent to solve a problem).
Obviously, people on Pandora would be experiencing interruptive advertising (after all, they're there to listen to music), so Lizzie demonstrated how they overcame that problem, and I'll show you how you can apply this thinking to have more effective ad campaigns of your own.
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