By Chris Record, Vice President of Revenue Operations, Pandora
Did you know that nearly 90% of consumers’ mobile time spent is on mobile apps1? Today, mobile apps are the go-to source for everything from personal connection, to entertainment, to grabbing transportation. As a result, U.S. mobile in-app ad spending will reach $29.6 billion in 20162, with marketers investing on the platforms where people spend the most time.
As brand dollars migrate to mobile in-app, there is a growing shift in the expectations around campaign measurement with advertisers wanting to go beyond the standard impression and click to ensure their messages are actually seen. At Pandora, we understand that attention is key and the starting point begins with viewable impressions. This is why we are proud to announce Pandora’s integrated solution, powered by digital analytics company Moat, which allows advertisers to seamlessly buy 100% in-view impressions across mobile in-app and desktop. This solution is part of Pandora’s ongoing commitment to deliver the transparency advertisers need to effectively measure success.
Making sure ads are seen is crucial to increasing ROI and reaching mobile advertising goals. Giving advertisers the option to buy viewable impressions allows our advertising partners to reach their intended audience on Pandora while delivering on a key performance indicator: cost per viewable impressions.
A More Accountable Mobile Marketplace
In developing Pandora’s solution we saw an opportunity to drive mobile in-app measurement forward for the industry, while delivering a simple and seamless option for our brand partners to transact on viewability metrics. In order to accomplish that goal, we partnered with third-party provider Moat, the only MRC accredited vendor for mobile in-app viewability measurement.
The Moat integration allows Pandora the ability to optimize campaign delivery to ensure 100% in-view performance. Advertisers do not have to pay for measurement using our first-party solution, nor do they have to spend any time with the set-up process.
Pandora’s Viewability Solution includes:
Pandora Revolutionizes Mobile Display