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…
A recent Mediapost Research Brief highlighted strong growth in digital coupons in 2009. For the first time in two decades, coupon use grew last year, thanks largely to digital coupons, which were redeemed ten to one over newspaper coupons. Among online categories, coupons/ rewards was the fifth fastest growing Internet category last year, according to Nielsen.
Of course, the bad economy is compelling consumers to be more frugal and driving the use of coupons. Also driving the popularity of coupons is their ready availability on websites like Coupons.com, where shoppers can search for coupons that match their wish-list. Ready to eat cereals were at the top of the list.
But there’s got to be a better way for me to use my Borders coupon than printing it out from my email and bringing it to the store. In fact, a few weeks ago when I found myself in a store without my coupon, I pulled out my iPhone, searched my email for my coupon, and flashed my coupon code at the register for my 40% discount.
Mobile couponing makes that a whole lot easier. Companies like JC Penney, Starbucks and Dominos are working with mobile coupon company Cellfire to reach a younger demographic with coupon offers that match those in newspaper ads.”We are seeing redemption rates of 10% to 20%. This is much higher than traditional paper coupons, which only see about 0.5% redemption,” said Brent Dusing, CEO of Cellfire. “On the mobile phone, you can target offers to consumers who are on the go.”
Shoppers can visit the Cellfire site and get offers that are available in their area. One drawback at this point is that consumers are not aware of the coupons – they don’t know where to get them or how to redeem them. That’s why it seems like an opportunity for local radio, which could raise awareness and drive adoption by offering these coupons as part of a shopping service on their websites. Listeners can log in and look for local offers. As stations look for more and more ways to interact with their listeners and add value to their lives, this looks like an opportunity.