Pandora launched their iPad application the same weekend that Apple began selling the popular devices. After watching their mobile audience and popularity explode via their iPhone app, they didn’t need any convincing that Apple’s app store is a great place to pick up listeners. Pandora has 30 million mobile users and says that 70% of persons who have downloaded a smartphone app have downloaded theirs.
Now they’re highlighting the first ad campaigns on the new devices. Starbucks, Lexus and Budweiser are the first brands on the new Pandora iPad advertising platform with campaigns that “make the most of one or more of the rich video, audio and interactive capabilities of the iPad.”
John Trimble, Chief Revenue Officer of Pandora, said, “Our debut advertisers have gone all out with eye-popping creative that really works in the anything-can-be-done world of the iPad.”
“As the exclusive automotive partner for the Pandora iPad application, we look forward to showcasing our new brand commercial to this audience of early adopters,” states Dave Nordstrom, vice president of marketing for Lexus. The Lexus video spot shows a vehicle revving up to the point that it breaks a champagne glass:
All three brands, Lexus, Starbucks and Budweiser have designed interactive campaigns with video elements that open up a new page but don’t interrupt the music. The iPad offers a richer media experience. They’re hoping to improve on Pandora’s already impressive 3.4% click-through rate.
I’m thinking it was a pretty smart move by these advertisers to take the lead on Pandora’s iPad ad platform. The magic of the device makes people want to pick it up and play with it, so creating ad campaigns that allow them to do just that can only be a good thing for Bud, Lexus and Starbucks…