Pandora和SoundCloud就美國地區的廣告銷售成為合作夥伴

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  • 作者: 音樂地圖
  • Pandora和SoundCloud就美國地區的廣告銷售成為合作夥伴

      201811/0403:51

    ◎SoundCloud宣佈建立合作夥伴關係,將使Pandora從明年起成為其在美國地區的獨家廣告和銷售代表。這兩個串流媒體觸及的廣告受眾超過1億人,創造了美國最大的數位字音頻廣告市場。

    ◎據報導,兩個串流媒體之間的受眾人數只有13%的重疊。新協議將使廣告商和品牌能夠直接透過Pandora購買SoundCloud的美國地區廣告資源,充分利用該公司的直接銷售能力、定位數據和最近推出的音頻編程化產品。

    ◎根據IAB互動廣告協會的數據,數位音頻廣告在2017年成長了40%,達到16億美元,並且由於語音控制應用程式和裝置的激增,讓數位音頻成為觸及消費者的越來越重要的媒介。

    ◎Pandora最近收購了AdsWizz,進一步鞏固了其幫助發行商在快速增長的數位音頻市場獲利的能力。此新協議是SoundCloud與AdsWizz在現有關係之上的擴增,也是Pandora幫助其他發行商透過數位音頻獲利的更廣泛戰略的一部分。

    詳細全文:

    SoundCloud today announced a partnership that makes Pandora its exclusive U.S. advertising and sales representative starting next year. The two streamers reach an ad audience of more than 100 million, creating the largest digital audio advertising marketplace in the U.S.

    There is reportedly only a 13% overlap in audiences between the two streamers.

    The new agreement will enable advertisers and brands to purchase SoundCloud's U.S. ad inventory directly through Pandora, leveraging the company's direct sales capabilities, targeting data and recently launched audio programmatic product.

    Digital audio advertising grew 40% in 2017 to $1.6B according to IAB, and is becoming an increasingly important medium to reach consumers, thanks to the proliferation of voice-enabled apps and devices.

    "Pandora and SoundCloud's combined audience offering creates the clear market leader for brands to reach U.S. music fans," said Kerry Trainor, Chief Executive Officer, SoundCloud. "Through this partnership, we gain access to Pandora's world-class sales team and capabilities to connect more brands with our young, highly engaged users who know what's next in music is first on SoundCloud."

    "This partnership is a fantastic match between Pandora's industry-leading ability to monetize digital audio and SoundCloud's large audience and vibrant community of U.S. listeners," said Roger Lynch, Chief Executive Officer of Pandora. "Investments we've been making in our ad capabilities, including the recent acquisition of AdsWizz, further solidify Pandora's commitment to help publishers monetize the rapidly growing digital audio market."

    The new agreement is in addition SoundCloud's existing relationship with AdsWizz and is part of Pandora's broader strategy to help other publishers monetize digital audio.

    Hypebot

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