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RAIN 10/12: Pandora's push into cars should please advertisers, says Bloomberg

Posted on: 10/12/2010

SAYS PANDORA CAN OFFER SPECIFIC USER TARGETING, WILL REAP COMMUTE-TIME PREMIUMS

Pandora arriving in car dashboards will combine two positives from an advertising point-of-view: specifically targeting consumers and doing so during commute times. That’s according to a recent article from Bloomberg, which states that Pandora needs “a foothold in cars to challenge traditional radio and attract more advertisers,” who are attracted by commute times and will pay “a 20 to 30 percent price premium depending on the market” to reach consumers then.

Once in the car, Pandora can leverage Internet radio’s ability to specifically target listeners — by age, gender, ZIP, etc. — to attract advertisers. (Pandora collects this information from new users signing up for the service.) For example, MillerCoors uses Pandora to only advertise to consumers over 21.

“Because Pandora knows so much about the user and who they are, where they’re listening and what artists they like, it really lets us hone in on that message,” said Ford’s digital marketing manager Scott Kelly. Pandora CRO John Trimble said the majority of the company’s ad campaigns are now multi-platform, showing that advertisers are already embracing Pandora’s multi-device reach.

“It’s about getting as broad distribution as possible wherever traditional radio was,” said Steven Carpenter, founder of Cake Financial. “They’re displacing traditional radio with a more personalized version of it.”

You can find the full Bloomberg article here.

DIGITAL MUSIC FORUM NET RADIO PANEL DISCUSSES IN-CAR OUTLOOK AND COMPETITION FROM ON-DEMAND

The coming of Internet radio to car dashboards will offer plenty of opportunities to broadcasters, too. So said Citadel Media president John Rosso at the Digital Music Forum’s panel on Internet radio. Broadcasters can utilize Internet radio, he said, to provide side channels, new stations and “filling new shelf space when it comes available.”

On the topic of competition from on-demand services, 8tracks CEO/founder David Porter said the interest in subscription-based on-demand services remains a small “subset.” Colin Rushin, Senior Consel for SoundExchange, added that there will always be a need for the sort of music curation that radio offers. Other panelists included David Rosenberg, General Counsel for Live365 and moderator Larry Kenswil, Counsel with Loeb & Loeb LLP. Digital Music News has notes from the panel here.

NEW PARTNERSHIP WILL BRING miROAMER INTO INDIAN SUB-CONTINENT

Australia’s miRoamer has partnered with Pearl Group India to bring its Internet radio services into India, Sri Lanka and Bangladesh. The joint venture, called miPearl India, aims to “be inside every pocket, every home and every car. We intend for miPearl to infiltrate mobile phones, mp3 players, home entertainment systems and in-car infotainment systems throughout the sub-continent,” according to Pearl Group CEO Rajat Behl. DyanmicBusiness.com has more coverage here.

MARANTZ BRINGING AIRPLAY TO STEREO RECEIVERS…FOR A PRICE

Marantz joins Denon in announcing that some of its stereo receivers will receive updates to support Apple’s AirPlay system. AirPlay will allow users to stream content — probably including Internet radio — wirelessly from iPhones, iPod Touches and iPads to special receivers (RAIN coverage here). Those receivers include Apple TVs, AirPort Expresses or third-party stereos — like those from Marantz.

The NA7004 network audio player, SR7005 receiver, M-CR603 networked CD receiver and the AV7005 AV preamp will all support AirPlay when it comes out in November, said Marantz — but it will cost around $65 to upgrade the devices. Engadget has more here and here.



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