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Pandora Launches In-Car Advertising Platform

Driving with Pandora is about to get much more lucrative... for Pandora.


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If you're a music fan fortunate enough to have an app-enabled car, then Pandora is probably your favorite thing to listen to while driving. Fortunately for Pandora, that arrangement is about to get a heck of a lot more profitable.

At CES this week, Pandora announced it will begin rolling out in-car advertising solutions, with major brands like Ford, BP, and Taco Bell (yes, Taco Bell) already on board. The initiative marks a shift toward more targeted advertising for both brands and consumers alike.

"Nearly half of all radio listening takes place in the car," said Pandora Chief Marketing Officer, Simon Fleming-Wood, in a statement. "We knew early on that to redefine radio, we would need to seamlessly deliver Pandora through in-dash entertainment systems.

“Nearly half of all radio listening takes place in the car."

"We are now seizing the opportunity to connect advertisers with a more targeted audience than traditional radio can provide,” he added.

Pandora estimates that more than 4 million users have activated Pandora through a compatible vehicle, while more than 76 million listeners tune in to the entire web radio platform each month.

The addition of these 15- to 30-second spots running across the 130 vehicle models that include Pandora, will allow for a more targeted advertising experience. While that may alarm some and thrill others, you can still always purchase an ad-free Pandora One account ($3.99/month).