All Brands Can Now Buy Hour-Long Sponsored Listening on Pandora

Tests lifted purchase intent 30%

Pandora listeners are about to get a lot more free music—if they agree to watch ads.

Last fall, the music-streaming service rolled out a new ad format for select brands called Sponsored Listening. Ten months later, it's now available to all advertisers and Pandora's 80 million active listeners.

Sponsored Listening prompts people to watch a short video or click on a rich media ad to unlock one hour of ad-free listening. Per Pandora, those pilot ads boosted purchase intent by 30 percent and brand awareness by 12 percent.

Each video ad is at least 15 seconds long and can run up to two-and-a-half minutes long.

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