“In light of everything going on with COVID-19, it’s become even more important for the small and medium advertiser to be much more careful about the advertising they do,” he said. Van Gelder has been working with local and small business advertisers for the past decade, but now, the challenges those businesses face are tougher than ever, he said. Helping small businesses navigate advertising challenges amid COVID-19 Pandora also has an ad partnership with SoundCloud, a platform that lets users share original music they’ve created, which gives Pandora advertisers access to SoundCloud’s younger audience. SiriusXM and Pandora have a combined reach of more than 100 million monthly users, according to SiriusXM. Pandora’s head start in local advertising and the new content and clout gained from joining with SiriusXM could give it an edge against the competition. “With the SiriusXM merger, content that was only available to large national advertisers is now becoming available to local advertisers ,” Leon Van Gelder, Pandora’s vice president of small and medium business, local and inside sales advertising, told CO. The competition for streaming audio listeners and ad revenues, particularly in the podcast business, is more intense than ever, with Spotify, Amazon, Apple and SiriusXM, which acquired Pandora in early 2019, all investing heavily in online music, podcasts and new technologies.
It is rolling out new programs designed to help businesses adapt their ad messages quickly and easily in a rapidly changing world. Pandora, a pioneer in internet-delivered music, sees small to medium business advertisers as an important part of its growth strategy. Getty Images/vladansĪs Americans are spending more time at home and engaging with new forms of media, particularly podcasts and other streaming audio, businesses both large and small are looking for new ways to connect with them. COVID-19 has forced business owners to find new, effective and affordable ways to market to their customers, and Pandora is supporting their efforts with a variety of ad tactics.
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