Online radio advertising

Graham Davis's picture
Instructor
2/26/2014

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Do you use Spotify? How about Pandora? 

The answer's probably yes... I think. I know I couldn't get by without Spotify.

More and more, online advertisers are looking at Spotify and Pandora -- often times in lieu of radio ads. In Detroit, Pandora would be one of the top five radio stations if it was on the air, and it's continuing to grow.

Pandora is even getting into political advertising, by trying to pinpoint voter preferences to make it easier for campaigns to serve ads.

What do you think the advantages and disadvantages would be of Spotify and Pandora advertising? When would you think these would work best for a client? When wouldn't they be good options?

Comments & Feedback

Student

I use both Pandora and Spotify all the time. The advantages are that so mcuh people use both outlets every day, so a good method to reach a lot of people. The disavanatges are that a lot of people tend to get annoyed with the ads, and some people are even upgrading to the Pandora version that is ad free. I know I really get annoyed with Pandora over Spotify becuase you really are bombared with ads, and the SAME ad especially. Depending on the ad, pair an ad with the type of music the user is listening to.

Student

I do not use the Pandora and Spotify as much as others, but I still use them time to time. I think probably the biggest advantage of using streaming radio advertising is you may target your market no matter of time. People usually listen music all the time, and it may often include people in bed. When we study, we are relatively exposed to less advertisement than any other time, but if we listen to the radio, we have to listen the advertisement while we studying. This logic works the same as to people in bed. On the other hand, people won’t recall the brand name later on because they did not fully pay attention to the advertisement.  I am sure everyone has the similar experience of remembering the ad, but cannot recall the name.  

 

Student

I use Pandora all the time. For the most part though, it is when I am doing homework or just relaxing in my room. It really annoys me when ads come on that I absolutely don't care about. I think that catering the advertisements to the specific user is a great idea. I think when people are happy and listening to their music, they probably aren't doing things that take all their attention so they will be able to listen to the ads and if they are catered to them, they might actually be very intrigued and check it out. On the other hand, if more and more ads popped up on Pandora it could drive people to find another source where there aren't as many advertisements.

Student

Currently I use Pandora mostly for running, listening in the car and cleaning house.  It doesn't let you skip adverstisements which is very beneficial for the client.  What I like about Pandora is that it gears commercials towards my interests.  As a consumer I consider purchasing their product based on their advertisement.

Student

As a Spotify user, I would not enjoy the advertisements, but as a business person, I believe Spotify and Pandora definitely need to have advertisements to really take advantage of its popularity. By using advertisements Pandora and Spotify have a greater income stream, which allows them to cover the always increasing costs being paid to record labels. The biggest disadvantage for Pandora and Spotify is that they would lose users who do not have the patience to sit through advertisements.

Student

I think advertising would be great for Spotify and Pandora. Even though they are both huge, it shouldn't hurt to advertise these radio websites across the internet. The only disadvantages I can see is that it will cost some money, and plenty of people are already aware of Spotify and Pandora. I really do not know when it would work best for a client, or when it wouldn't be a good option. It would probably work effectively at all times. 

Student

I think Spotify and Pandora advertising has a great advantage. People are more inclined to listen stay with their station and listen to the ad than in traditional radio where it's so easy to switch the station. The only disadvantage I can think of is that not everyone uses Spotify and Pandora. I think it would work best for a client with a taret market of anywhere from teenage to early adults. 

Student

I feel that radio ads are a great idea. I listen to pandora on my phone practically every day and have become pretty used to hearing the commercials and most of them I think I can say them word for word. I do think that by having radio ads on Pandora and Spotify are great ways online advertisers can get the word out to certain specific audiences based on the different radio stations that are out there. With so a huge audience of people that use Pandora and Spotify, it seems like a quick and simple way to get the word out to people. But I would have to say that a major downside, especially one thing that I find annoying and I am assuming that a majority of others do to is that commercials that interrupt your music during workouts and just general listening. But like I said over time I have become so used to the commercials that I almost dont really notice them as much and they dont really bother me as much as they did before. This is also another problem I feel that these advertisements face. The fact that many people ignore what is being said until the commercial is over and their tunes are back on. So there are some ups and downs when it comes to radio ads. 

Student

I actually never use Spotify or Pandora, but I am familiar with them.  I think advertising on Spotify and Pandora is an advantage because people choose to listen to those stations because they can personalize what type of music and artists they want to listen to instead of a regular radio station where they don't have a say in what they are listening to.  Because of this appeal, more people are turning to these personalized stations and therefore it is important for advertisers to get spots on these stations because it is an effective place to be.  Advertising on Spotify and Pandora may not be ideal for advertisers that need a longer period of time because the ads on these stations are pretty short.

Student

These stations are having a very large impact on advertising to specific targets. Since the stations are chosen based on the type of music, it makes it easier to target the people that advertisers wish to target. These are stations that have a growing fan base due to their easy access and wide selections and because of this, the ads are recieving higher exposure rates. I think the one of the main disadvantages would be the mind set of the people when they are listening to these stations. I know I personally find myself tuning out when the commericals come on because I am there to listen to music and the ads annoy me. 

Student

I think that a major advantage of advertising on Spotify or Pandora is that each radio station is very specific to the type of music, artists, or genre that the person enjoys listening to.  This can allow advertisers to target these listeners based on their listening preferences, tailoring the advertisements in a more direct way.  With less commericals than traditional radio offers, and more listening options it is easy to see why online radio like Spotify or Pandora have had much success.  One of my new favorite online radio listening apps is 'Songza', which does not play advertising during music breaks.  This may be due to lack of listeners on Songza, and I would think that if it continues to grow advertisers will jump on Songza as well. 

Student

One of the biggest advantages of Spotify and Pandora having advertisment is the vast audience that they would get.  As noted above, Pandora is getting huge, and with advertisments, companies could increase their platform.  As a user of Pandora, and hopefully soon Spotify, I would not like the array of advertisments that could potentially be thrown my way.  I really like sites, and applications, that have limited advertising on them.  I hate the onslaught of ads that can be thrown your way the second you long on or open something up.  Although Pandora would most likely get a lot of money for advertising, the threat of losing users could be a potential downside.  I think companies would love to get their ads on applications like Pandora and Spotify because a vast number of people use these applications, and you could tailor your adds to certain features of the applications.  For example, if you found that certain people who listen to a certain type of music are more inclined to use your product, then your advertising could be centered about that.

Student

I use both Spotify and Pandora often.  Utilizing both for advertising can be a huge advantage when you target a specific audience.  However, when I listen to music on Pandora there is always an ad ruining my vibe. I skip one song and then there is an ad followed by another ad. It makes me not want to skip anymore songs and just take my headphones off until the song is over.  When I am listening to Spotify there are less ads and when there is an ad it is not as annoying as Pandoras.  I believe ads would work best when there is a politcal campaign or a special campaign going on. 

Student

I sparingly use Pandora and generally don't use Spotify. However, I know many friends that do. I think it is a great advertising tool though. I don't pay for Pandora Plus and many of my peers don't. I'm sure this varies throughout different demographic groups. Pandora and Spotify do a great amount of segmenting for your company simply by the nature of the radio station. This allows for ultra directed messages to specific audiences which is always invaluable. 

Student

I don't use Spotify really at all, and only use Pandora rarely. I do like pandora, especially for finding new music, but I personally love the app 8tracks. It is essentially pandora, however, users create their own playlists. You can explore playlists using keywords, such as: study, 90's, electronic, etc. The app 8tracks has 0 advertisements on it, which is why I use it the most, and even Pandora (I'm not sure about spotify) has an option to upgrade to premium account that offers no advertising interference. The advantages to advertising on these platforms is that users can be tracked easily, and I'm guessing it is easy for advertisers to target ads based off of what listeners are hearing. I think it is smart of political campaign managers to use these platforms to advertise with. There are thousands, if not millions, of listeners across the country. It's a great medium to reach vasts amounts of people. 

Student

I love spotify! I downloaded it about a year ago and have used it every since. I have the unlimited version of spotify, so I do not have advertisements while listening to music. I think that it is great how you can search certain songs that you want to play and you can save them on different playlists For me, I do not like listening to advertisements in between songs, that is why I use the unlimited. However, I can see how ad promoting during certain songs can be beneficial-it is a good way to reach out to certain target markets you are trying to promote to.

Student

I am an avid Spotify user. I used to pay for it to avoid advertisements and be able to listen off of my phone but recently switched back to being a free user. I see these online radio ads as a very smart way to advertise. I believe that companies have a unique opportunity through this format. For example, when someone advertises and offers a playlist I usually go click on it to see what kind of music they offer. This offering is something that can create an a different association with the company and even change opinions. There have been times when songs are interrupted by an annoying or unwanted ad but they are usually so short I just ignore them. 

Student

I use Pandora pretty frequently, but have never used Spotify. Sometimes I'll use 8tracks too, but Pandora is definitely the internet radio app I use most. These platforms will probably all grow even more in the future, because they are so amazingly personalized and seem to feature less unwanted ads and talking than regular radio (even though I love listening to that in the car too). I think companies should jump and advertise on these platforms, because they can easily reach their target market if they know what type of music they listen too. They should be careful though, because people have these apps to listen to music so the ads can be seen as super annoying. Also, some people upgrade to the ad-free version so they aren't hearing the ads at all. 

Student

The advantages using Spotify and Pandora is that you can target a specific group. You have certain groups of targets listening to specific music, that way you can channel your message for each group. However the disadvantage of Spotify and Pandora, is that some people wont listen to the commercials by the politician. They use these radio sources so that they don’t have to hear commercials. So it would be hard to get them to hear what you want. I would say that the best time to use these radio services for political advertising is when the political campaign is taking part, this way people will be interested in what is going on. However if you do it when there is not campaign people wont have enough interest in listening.

Student

Personally, I use Pandora very often. Obviously, some people may get slighlty annoyed by getting the online radio ads, but not enough to discontinue their use of it. Public service announcements are one would-be advantage of Pandora/Spotify advertising. These ads would work best for a client when they want raised awareness of some type of public issue. 

Student

I have never used Spotify, but I am a pretty big fan of Pandora.  I often find myself using it while driving instead of using the traditional radio route.  I can attribute this to the fact that there are fewer commercials and that the playlists I choose play more music that I want to here compared to radio.  One of the advantages about using Pandora is that it is extremely customizable, which I believe is why it is so big.  This definitely plays a huge part is what type of advertising is used on each station.  By doing research, they are able to segment their audience and create the best advertising for that specific demographic.  This way they are not playing advertisement for vacuums on a station that is predominately listened to by college-aged males.  One of the disadvantages is that I feel that they repeat the same commercial almost every time.  I do appreciate how short they are, but they need to work on using a variety of commercials.  Using advertising on online radio would most likely work for someone who wants to apply a traditional marketing strategy on a new media platform.  In my opinion this would prove to be most beneficial with the targeting of men and women between the ages of 15-35.  From this point they could segment the audience further based on which type of product they would like to sell.  This style of advertising would be a poor option for someone trying to reach an older demographic because of their lack of Internet use.


Student

I personally use Spotify every day. Especially on my drive to Colorado for spring break we were listening to Spotify the entire way. I have even health PSA's on Spotify ad for flu vacinations. Since the flu has been targeting young people this year the USDA has been advertising for young people. I think this is very smart of them. I also think it is great that albums and artisits are being advertised becuase it opens up for a whole new market for them. 

Student

One of the great advantages of Spotify or Pandora free radio is that well, it's free. It is truly amazing you can link your spotify account to your phone and play playlists at the gym you have created so easily, yes there may be ads but people usually don't mind them because you can literally put any song from any album onto your playlists. The disadvantage I have found extremely annoying about Spotify is that they yet still are lacking privacy options with using Spotify. You are able to link your facebook to spotify which is awesome, you can share and have people see what songs you're listening to and also send these songs to friends. I know I do... However, i've found it extremely annoying and challenging that the people I have "blocked" on my facebook account are able to follow what my activity and what i'm listening to on my Spotify, this feels very invasive and that I cannot have the privacy I have on facebook even though they are linked accounts those unwanted people are able to still stalk you on spotify. This is a great way to advertise media, however I think that Spotify needs to fix these glitches and update the technology so that they will be number one on the internet radio and be above their competitiors. It has made me not use spotify like I used to when I know people can stalk or see what i'm doing (especially those that I want to stay away from).

Student

I think one of the advantages of Pandora and other internet radio advertisements is that you are almost certain your audience will listen to the ad.  With traditional radio most people will change the station when ads come on, but with internet radio that isn’t an option.  Another unique advantage of internet radio advertisements is that many of them are repeated and there is a good chance that they will get stuck in your head.  I think using Pandora radio ads would be useful for fast food restaurants.  Many of the people who are listening to Pandora are probably doing something else as well, like studying.  This would give the listener incentive to grab something quick to eat, so that they can get back to what they were doing.  I don’t think political ads would be useful because most of the time they are seen as an annoyance. 

 

Student

Ofcourse everyone is using Spotify or Pandora for their music destination because if gives people a better selection on their music. So adbertising on these stations is helpful because people are actively listening to them, but if it is the worong ad it could have the oppodiste affect of what you want. For example, if it is not campaign or political season but you are running an ad you are most likely just annoying your constiuents instead of informing them. 

Student

When I'm walking to class or sitting on the bus, I turn on Pandora to listen to music. I admit when I'm in the zone, blasting my Alicia Keys or Tupac stations and an annoying, irritating ad commercial comes on, I quickly turn down my volume and pout! I think commercials period are maddening when someone is in the zone listening to music. If Pandora would like to know what works best for its clients, I'd tell them! You know how Pandora asks if someone is still present in a room due to inactivity, because they don't want to pay for music for an empty room??? Well, that ad notification could be a gateway for ads. Have silent ads, and only have them at the end of the hour! I'm tired of the interruption, does Iheart Radio have outrageous commerical/ads? Maybe I should check them out or maybe I should just purchase CD's.. I don't know, but I do know commericals and music would never be a good match.

Student

Actually I didn't use Spotify or Pandora. As a Chinese student, I prefer use Chinese app for listening to music. But from my knowledge about those two apps, I think Spotify can be defined as an online-ipod and Pandora is an online-radio. However, the main income of Spotify is membership fees and Pandora's income is from Ads fee. Maybe people have heard Douban FM. It's a online-radio which is similar to Pandora. 3 years ago, it is a totally free app but it adds more options now. Douban FM also has the membership accounts, people pay to listen music without ads. I didn't pay for that so I have to receive ads when I listen to music through Dounban FM. I didn't feel unhappy about that because I think it is a useful and effective way to show ads. As a result, I think the major advantages to advertise on Spotify and Pandora is to better target a group of audience because most users of Spotify and Pandora may be young people. However, to some part of audience, the disadvantages appear because they may feel annoying about those ads and ignore them. I think it's beneficial to add ads when apply some bonus for users who pay attention to the ads. By the way, I think I'll start using both of them from now on.

Student

I just started use pandora and spotify month ago, but Im using them almost everyday since I found out it is every useful things for people to get connected. 

Student

If a company is targeting a younger audience, advertising on Spotify and Pandora are great options.  Every single one of my friends has downloaded one of the two, and when they downloaded them they downloaded the free version with the advertisements.  Advertisiers shouldn't invest in buying time on Pandora or Spotify when the ads are targeting the older population or people who do not use technology.  All the ads I listen to when using Pandora I notice because as soon as a song stops playing my brain asks why isn't there any music, and instead I am listening to a person talk.

Student

If a company is targeting a younger audience, advertising on Spotify and Pandora are great options.  Every single one of my friends has downloaded one of the two, and when they downloaded them they downloaded the free version with the advertisements.  Advertisiers shouldn't invest in buying time on Pandora or Spotify when the ads are targeting the older population or people who do not use technology.  All the ads I listen to when using Pandora I notice because as soon as a song stops playing my brain asks why isn't there any music, and instead I am listening to a person talk.

Student

Although I have never used Spotify, I find myself using Pandora at least once a day. While I do find the ads sometimes annoying, one of the major benefit is that the ads reach so many people because of the high number of people using both Spotify and Pandora. The ad can't be skipped and if you want to keep listening to the app, you must listen to the whole ad. I think the ads would work best if they were targeted towards the people listening to the app. An idea of how this could work would be if when a person makes an account, the can fill out a questioner or 3 things they are interested in and these apps can base the advertisements off the persons preference and interests.

Student

Myself, I use both services probably more often than I should.  I understand that with these free services, that advertisements are a necessity to keep their services bill free. As a frequent user, I do recognize the ads quite often. I do find them annoying, as do others I would assume. I think that this might be the biggest disadvantage of using these ads. They can easily be turned off, ignored by surfing to another site, or walk away until the music resumes.

 A major advantage is that they target a specific audience so well. They are tailored based on cookies, your browsing history, and your location. This serves as a huge advantage as those who listen, as they .will be more likely to listen to the ad if it is something that is tailored specifically for them.

 

Student

I use Spotify or Pandora every day. I like listening and discovering new music on there before buying it. Like everyone I know, I get super frustrated with the advertisements they force you to listen to. I understand why the advertisements are necessary, but that doesn’t make me hate them any less! I think the good part about advertising on these sites is that there are so many people on Spotify and Pandora at all times of the day so there is a guaranteed audience. Also, if people are enjoying their playlist they will stick it out and listen to the advertisement in order to listen to the next song. A disadvantage would be that since the ad is interrupting playlists people will often have a negative attitude toward the advertisement instead of paying attention to it.

Student

I downloaded Spotify two months ago and have used it every day since. I have noticed that the ads seem different based on what playlist I am listening to. I am assuming that Spotify places ads based on the music’s target audience to reach a specific demographic. For example, when I am listening to a pop music playlist I get more advertisements for Oakland University then I do when listening to my country playlist. The advantages of advertising with online radio are that it would be easier to target your audience based on music preference. A disadvantage would be that it is easy for a user to upgrade to premium and no longer have to hear advertisements. 

 

Student

I am a huge fan of Spotify and a pretty big fan of Pandora. I think the advantages of Pandora ands Spotify ads are that they reach so many people. And with Pandora, people have to listen to ads if they use the free service, there is no way to skip listening to the ads. People will hear what the advertising says and that could resonate with the user and create more traffic for the advertising brands. There would be ultimate disadvantages to this because people often get annoyed with advertisements they do not want to hear. People often get sick of them when they do not want to pay for the no-ad service, and they may not use the site for a while. That is something I do so some of those ads are actually doing the opposite of what they should be doing! I think these ads would work best for the client at the beginning of the visit and after the user has listened to a good amount of songs. I think the frequency of ads should occur when in the morning and in the afternoon for when people are getting out of work and not very focused on the music. I just do not like the idea of these type of ads. To me they are very annoying and prevents me from using these sites!

Student

I use Spotify and Pandora. I use Pandora more for my walks to class because its a free radio, and Spotify when I'm on my computer or doing homework because you can choose what music you want to listen to and even make playlists. I think that music can really tell a lot about a person. Depending on their tastes you can usually figure out the gender, the age range, and many psychological things about a person. I know that I get advertisiments on my Spotify for Hulu and they suggests me to watch New Girl, Parenthood, or Scandal. Those are three shows that I actually watch consistnely so that I know they can tell certain things about me that my music shows them. 

When listening to normal radio in the car or at home the radio stations have all of the power, they put on the music and they hope that the listeners like it. The advertisments are more mass marketed to a specific consumer. With Spotify and Pandora, the users have all the power. They chose their music, their ups and downs if they like the song, their playlists. Then they can be marketed specifically towards what those users like, it is easier to segment the listeners with digital radio. 

Student

I love using Spotify! Recently, I've been more into Pandora because I find it easier to get a playlist going. Along with making my own playlist as I'm streaming for music. I do agree, its a smart tool to have advertisements playing after so many songs have been played. But, for me as a listener, I don't want to be hearing ads interrupting my music time. I almost feel cut off from my alone time with the sings when an ad comes on. Pretty much kills my mood till the music begins playing again. The advantages of having advertising is that you HAVE  to listen to the ads to get to the next song. Which means. we 're going to hear what this ad is promoting not matter what. Consciously, and unconsciously. That’s a smart tactic if you ask me. 

Student

I love Pandora! I love everything about it, except for the Ads! I love the convenience of the music, the ability to pick music categories based on your mood and the chance to hear songs you have never heard before or maybe long forgotten. Nothing is worse however, than listening to Pandora in the car, working out or studying and being interrupted by an ad. I think this is certainly a disadvantage of Pandora advertising; no one likes it! With that said, the advantage is that the ad can't be skipped, is played repetitively and therefore is hard to forget about! I think Pandora ads would work best if they were up beat, short and to the point! That way, listeners aren't being bothered too much yet they are still getting the point of what the ad has to offer or say.  

 

Student

I was an active listener of Spotify until the ads got to be too much. For those who choose not to download music, paying for Spotify each month is a great option instead of buying each song on iTunes. I think those looking to advertise on Pandora, Spotify, or similar apps need to realize that these ads are often looked at quite negatively, as the ad is disturbing the listener's car ride, study time, party, etc. At the same time, these ads (annoying and disruptive or not) don't have the option to "skip" like youtube ads do. A client's ad would play the entire way through. This would be a good medium to spread word about a new product, especially if the target market is young adults who use these apps frequently.

Student

I found out about spotify few years ago and since then i've been using almost everyday. Good thing about spotify is you don't have to download every single music. One of the way that spotify makes money is advertising and usually spotify don't pay attention to ads. However, i personally think the ads would work for targeted users. But spotify ads are in the wrong time zone sometimes spotify ads say time that is not relevant to you like you are listening to spotify in east coast but they are saying the time in West coast. The ads would work best if spotify and pandora know who are they targeting and know exactly what their user want. 

Student

I use spotify almost every day. I love it because you can choose your playlist or use it as a radio to find new music. It is always annoying when I'm interuppted by an advertisement. However, the other day I caught myself singing the advertisement that came on. They are so repetitive that they creep their way into your brain. I think they are good options if an advertisement is upbeat and fun. Nobody wants to hear a depressing advertisement about drunk driving when they are trying to get pumped up on the way to work. It would be all about pin pointing the target audiences and their likes and dislikes. 

Student

I use Pandora quite frequently. I have only used Spotify a few times and never really have a need for it. When I am in my car or on my computer I either play Pandora or songs from my personal music library. While listening to Pandora radio I tend to ignore ads that are played and it has become natural for me to ignore the advertisements. When considering the advantages and disadvantages of radio advertising I think it depends on the person and what you are advertising. Some people may pay closer attention to radio ads than others. For the people that do pay attention, this form of advertising is beneficial however, for the others radio advertising can become a nuisance. Also, it is difficult to select a specific target market for radio listeners because there is such a wide range of individuals that use Spotify or Pandora. Taking this into consideration, I think that with a broad target market and a more universal product to promote radio advertising could potentially confer benefits for a company. 

Student

I am a Pandora user. I have never used Spotify because I did not like how it showed what songs you were listening to on Facebook. I'm sure there was a way to stop it from going onto your Facebook profile, but this turned me off from the product, so I have continued to be a loyal Pandora user. I am very familiar with the Pandora ads and I do not mind it at all. Sure, hearing ads for "Metals in Time" every couple songs gets annoying, but it is so quick that I never get that frustrated. Almost every time I use the app on my phone I have to cancel the pop up advertisements if I want to change the song or the station, but again - this does not irritate me. So in my opinion, keep on advertising Pandora! I'm not certain if Pandora or Spotify ads are that successful, but I imagine that they aren't that expensive considering it is radio advertising, so that would be an advantage for a client. A disadvantage, like I said, is that that most users tune out once the ad plays, or simply exit out of the pop up ones. 

Student

I am an avid Spotify user. I most actively use Spotify while I am walking to class, working out and simply just relaxing at home. I even use hook up Spotify to my aux cord in my car when I'm on long drives home from school. I think that advertising on Spotify and Pandora is an opportune place for people companies to reach and engage an audience. It is, however, very invasive and usually ignored which creates tension between the listener and the company advertising. I think that advertising on Spotify would be more effective if it does not interrupt the songs you are listening to but instead are placed as a banner underneath the song you are listening like they currently do. It is less invasive and if the ad is relevant you can easily click on it and become engaged with the company through an app or an online website you can view from your phone. Overall I think that advertising on Pandora and Spotify is an efficient way to reach a broad target market and should be done but in as much of a non-invasive way as possible.

Student

I use Pandora I would say almost everyday and I like it! The ads did bother me at first because they were so frequent, not I've gotten more and more used to it. I tried Spotify on my computer, haven't checked to see if they have an app for iPhones. Having pandora app available for phones is so much more convienant. Ive noticed that Pandora has two different types of ads it runs. One form of ads is a half screen banner ad and you are able to change the station to skip the ad. However the second form of ads are the type that usually last 30 seconds and you arent able to skip them. Those are kind of annoying. I think advertising if in the favor of Pandora. They can put in a 15 second ad here and there while the person is listening to songs. They have to make sure not to over due the ads. Especially if they are going to be opinion political ads. 

Student

I use both Spotify and Pandora, though I use Spotify 95% of the time. I know a lot of students use both internet radios when studying or when walking to/from class because both services have apps, so students or listeners are obviously going to hear the advertising that comes through. I think using internet radio platforms is a smart move for advertisers as a lot of listeners are students and using the service from their phones or computers where they spend a lot of time rather than listening to the radio via their car. Personally, I grew sick of the ads on Spotify so I bought Spotify Premium to cancel out all ads. Before I bought Premium though, the ads were very random and for products, festivals, or artists that have no relevance to my lifestyle or preference in music or style.

Student

When I was first exposed to Pandora ads, I had a thought about it. Personally, it was not too annoying for me but I don’t remember any of ads that I heard. This thought leads me to think about the advantage and disadvantage of Pandora ads. The advantage of Pandora ads is its accessibility. Since Pandora has similar platform with radio ads, it can reach various audience at any time. What I think about the disadvantage of Pandora ads is that audiences might try to avoid it when they found no relationship between ads and them. I think the effect of Pandora ads depends on the tendency of audience. Some audiences might try to avoid ads, some might have willing to listen to ads, and some might don’t care about ads like me. From this perspective, local advertising from Pandora ads can increase involvement between ads and audiences. I think both advertisers and ads platform providers try to target proper audiences to increase the effect of ads. 

 

Student

I don't use Spotify or Pandora, personally. But there are plenty of advantages to advertising on these stations, such as a more efficient use of spending. The stations on Pandora and Spotify are more segmented than traditional radio stations, making it easier to pick out specific markets. Since markets are easier to select, companies with specifically segmented markets will benefit from these services more than a company with a large unspecified market, like Coca-Cola. Coca-Cola will not benefit as much from advertising on Pandora or Spotify because their messages are made to reach as many people as possible, where companies with specific target markets may not necessarily be able to afford to have their message be placed in front of the wrong audience. A disadvantage of advertising on pandora and spotify is that the ads may be received negatively. Many users of these sites do not enjoy having to see ads while trying to enjoy their music. When the audience is not positively receptive of the ads, they will be ineffective and waste the advertiser's money.

Student

I am currently a user of Pandora. As a customer, I have to say that I am not happy about the intermission with advertising. However, I can accept a 20 seconds long ad about entertainment like rew released music or movies after every 10 songs. The advantage of the radio advertising is that users cannot screen them out, so they can have secure exposure. Since users do not have options but disturbed by advertising, the disadvantage appraently is that may they may annoy potential customers. 

Student

Personally I don't really use Spotify that often and I've never used Pandora so im not very familiar with the two. Some disadvantages of Spotify and Pandora advertising are that it may push listeners away who use them to avoid listening to ads. The obvious advantage of advertising is the money aspect that'll come to Spotify and Pandora. From a client standpoint, it'll be an interesting way to reach a specific listeners that may be in the target demographic of the company doing the advertising. In general, people who use Spotify and Pandora use it to avoid ads and just want to listen to what they want, when they want, with no disruptions. However, certain advertisements may be beneficial to both the client and the listeners. 

Graham Davis's picture
Instructor
2/26/2014