Ad Week: Pandora Audience Segments Synced to Mediaocean, Strata — Digital radio player hopes data deals spark more ad sales
By Christopher Heine
Just as Nielsen wants to eventually broaden its TV ratings to include in-home views across electronic devices, the digital radio industry has designs on modernizing the way advertisers look at its audiences.
Pandora has inked an undisclosed agreement with Strata Marketing and Mediaocean that will allow clients of the media-buying software providers to view the digital radio player's customer segments.
Ad buyers will be able to contrast Pandora’s audience data against stats from broadcast radio stations. Prior to Pandora partnering with the software firms, brand marketers had to conduct manual research to have such comparisons at their fingertips. The digital radio data will be funneled through Triton Digital’s Webcast Metrics Local (WCML) product.
Mediaocean's software is used by agencies owned by the major ad holding companies (WPP, Omnicom, Interpublic and Publicis Groupe), while Strata's clients consist of numerous independent shops. Pandora collects demographical information—including ethnicity—on users when they register for its service while also tracking what they're listening to.
So, now the agencies will be able to target, for example, 18-to-34-year-old Hispanic women in Los Angeles who enjoy hip-hop.
"Pandora has data that's more granular than any panel can be," Mediaocean CEO Bill Wise told Adweek.
Strata has been beta-testing the Pandora integration since January, and now the audience-targeting feature will be available to clients. Mediaocean is beginning its beta phase and plans to fully release the feature by the end of April.
"You are starting to see real convergence," Wise said. "Not the convergence of TV dollars shifting to digital like people have been talking about for years. It's not about that. It's about combining these markets and buying digital and traditional together."
Pandora, which claims 65.6 million users, hopes that the Mediaocean and Strata integrations will significantly boost ad sales. In the end, said John Trimble, chief revenue officer for the Oakland, Calif.-based tech company, the partnerships will help brand marketers "understand the power of Internet radio and make the smartest buying decision at both the national and local levels."