Home / Mobile / Pandora launches interactive voice ads into beta testing

Pandora launches interactive voice ads into beta testing


Pandora launches interactive voice ads into beta testing – TechCrunch

Pandora is launching interactive voice ads into wider public testing, the company announced this morning. The music streaming service first introduced the new advertising format, where users verbally respond to advertiser prompts, back in December with help from a small set of early adopters, including Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestlé.

The ads begin by explaining to listeners what they are and how they work. They then play a short and simple message followed by a question that listeners can respond to. For example, a Wendy’s ad asked listeners if they were hungry, and if they say “yes,” the ad continued with a recommendation of what to eat. An Ashley HomeStores ads engaged listeners by offering tips on a better night’s sleep.

The format is meant in particular to aid advertisers in connecting with users who are not looking at their phone. For example, when people are listening to Pandora while driving, cooking, cleaning the house or doing some other hands-free activity.

Since their debut, Pandora’s own data indicated the ads have been fairly well-received, in terms of the voice format; 47% of users said they either liked or loved the concept of responding with their voice, and 30% felt neutral. The stats paint a picture of an overall more positive reception, given that users don’t typically like ads at all. In addition, 72% of users also said they found the ad format easy to engage with.

However, Pandora cautioned advertisers that more testing is needed to understand which ads get users to respond and which do not. Based on early alpha testing, ads with higher engagement seemed be those that were entertaining, humorous or used a recognizable brand voice, it says.

As the new ad format enters into beta testing, the company is expanding access to more advertisers. Advertisers including Acura, Anheuser-Busch, AT&T, Doritos, KFC, Lane Bryant, Purex Laundry Detergent, Purple, Unilever, T-Mobile, The Home Depot, Volvo and Xfinity, among others, are signed up to test the interactive ads.

This broader test aims to determine what the benchmarks should be for voice ads, whether the ads need tweaking to optimize for better engagement, and whether ads are better for driving conversions at the upper funnel or if consumers are ready to take action based on the ads’ content.

Related to the rollout of interactive voice ads, Pandora is also upgrading its “Voice Mode” feature, launched last year and made available to all users last July. The feature will now offer listeners on-demand access to specific tracks and albums in exchange for watching a brand video via Pandora’s existing Video Plus ad format, the same as for text-based searches.

 

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Congratulations to the Space Force on their new logo, and to Ghost for being beautiful and strong.n”,”protected”:false},”excerpt”:”rendered”:”

Earlier this year, the oft-mocked but actually pretty important new branch of the military, the Space Force, revealed an image that was suspiciously reminiscent of Star Trek. Now the Space Force has revealed a new, sharper graphic that is the force’s actual logo u2014 and a motto to go with it: “Semper Supra,” or “always […]n”,”protected”:false,”author”:12084691,”featured_media”:2021584,”comment_status”:”open”,”ping_status”:”closed”,”sticky”:false,”template”:””,”format”:”standard”,”meta”:”outcome”:””,”status”:””,”crunchbase_tag”:0,”amp_status”:””,”relegenceEntities”:[],”relegenceSubjects”:[],”carmot_uuid”:”99b9b621-a2b4-388e-900d-7655f6a5d0a9″,”categories”:[15986864,174],”tags”:[148,576606166],”crunchbase_tag”:[],”tc_stories_tax”:[],”tc_event”:[],”jetpack_featured_media_url”:”https://techcrunch.com/wp-content/uploads/2020/07/space-force.jpg”,”shortlink”:”https://tcrn.ch/2BqUF1o”,”rapidData”:”pt”:””,”pct”:””,”featured”:false,”subtitle”:””,”fundingRound”:false,”seoTitle”:””,”seoDescription”:””,”premiumContent”:false,”premiumCutoffPercent”:1,”tc_cb_mapping”:[],”associatedEvent”:null,”event”:null,”authors”:[12084691],”hideFeaturedImage”:false,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/wp/v2/posts/2021531″],”collection”:[“href”:”https://techcrunch.com/wp-json/wp/v2/posts”],”about”:[“href”:”https://techcrunch.com/wp-json/wp/v2/types/post”],”replies”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/comments?post=2021531″],”version-history”:[“count”:5,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/2021531/revisions”],”predecessor-version”:[“id”:2021635,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/2021531/revisions/2021635″],”authors”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”https://techcrunch.com/edit”:[“href”:”https://techcrunch.com/wp-admin/post.php?post=2021531&action=edit”],”author”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”wp:featuredmedia”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/media/2021584″],”wp:attachment”:[“href”:”https://techcrunch.com/wp-json/wp/v2/media?parent=2021531″],”wp:term”:[“taxonomy”:”category”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/categories?post=2021531″,”taxonomy”:”post_tag”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tags?post=2021531″,”taxonomy”:”_tc_cb_tag_taxonomy”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/crunchbase_tag?post=2021531″,”taxonomy”:”tc_stories_tax”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_stories_tax?post=2021531″,”taxonomy”:”tc_event”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_event?post=2021531″],”curies”:[“name”:”wp”,”href”:”https://api.w.org/rel”,”templated”:true],”_embedded”:{“authors”:[“id”:12084691,”name”:”Devin Coldewey”,”url”:”https://coldewey.cc”,”description”:””,”link”:”https://techcrunch.com/author/devin-coldewey/”,”slug”:”devin-coldewey”,”avatar_urls”:”24″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=96&d=identicon&r=g”,”links”:”homepage”:”http://techcrunch.com/author/tcdevin”,”twitter”:”http://twitter.com/techcrunch”,”linkedin”:”http://www.linkedin.com/company/techcrunch”,”crunchbase”:”https://www.crunchbase.com/person/devin-coldewey”,”position”:”Writer & Photographer”,”cbDescription”:”

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Devin Coldewey is a Seattle-based writer and photographer. He first wrote for TechCrunch in 2007. He has also written for MSNBC.com, NBC News, DPReview, The Economist/GE’s Look Ahead, and others.nn

His personal website is coldewey.cc.”,”cbAvatar”:”https://crunchbase-production-res.cloudinary.com/image/upload/v1458774381/r4iwkrm6qsw3n2ximghe.jpg”,”twitter”:”techcrunch”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”collection”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users”]],”wp:featuredmedia”:[“id”:2021584,”date”:”2020-07-24T13:36:08″,”slug”:”space-force-2″,”type”:”attachment”,”link”:”https://techcrunch.com/2020/07/24/space-force-debuts-official-logo-and-motto-both-reminding-you-that-its-always-above/space-force-2/”,”title”:”rendered”:”space-force”,”author”:12084691,”license”:”person”:”U.S. Space 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insurtech startups undervalued?”,”content”:{“rendered”:”

On the heels of Hippo’s funding roundu00a0and our exploration of how the private markets appear to be more conservative than public investors at the moment, we’re asking a new question: are a bunch of insurtech startups undervalued?n

Hippo — an insurtech startup focused on home insurance — put together a $150 million round at a $1.5 billion post-money valuation after growing its gross written premium to $270 million “in the past 12 months.” At that valuation, and at pre-adjustment premium scale, Hippo is super-cheap compared to Lemonade, another venture-backed insurtech startup that just went public.n


n

The Exchange explores startups, markets and money. You can read it every morning on Extra Crunch, or receive it for free in your inbox. Sign up for The Exchange newsletter, which drops Saturdays starting July 25.n


n

There’s no need to relitigate Hippo’s valuation and how the private markets have valued the firm. But our work yesterday does give us the chance to do some fun math on other players in the neo-insurance space, namely, Rootu00a0and MetroMile. Using data accrued from financial filings and valuation data from Pitchbook and Crunchbase, we can grok how much the two firms are worth using Hippo’s and Lemonade’s current premium multiples.n

""If you aren’t familiar, the cohort of startups we’re looking at have raised well over $1 billion as a group; VCs really believe in them. How they are priced then, and how they exit, will help determine the results of many a venture fund.n

So, are other players in the startup insurance market cheap at their last private price when compared to Lemonade and Hippo? Did their venture backers overpay? Let’s find out.n

Cheap? Expensive?



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Home / Mobile / Pandora launches interactive voice ads into beta testing

Pandora launches interactive voice ads into beta testing


Pandora launches interactive voice ads into beta testing – TechCrunch

Pandora is launching interactive voice ads into wider public testing, the company announced this morning. The music streaming service first introduced the new advertising format, where users verbally respond to advertiser prompts, back in December with help from a small set of early adopters, including Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestlé.

The ads begin by explaining to listeners what they are and how they work. They then play a short and simple message followed by a question that listeners can respond to. For example, a Wendy’s ad asked listeners if they were hungry, and if they say “yes,” the ad continued with a recommendation of what to eat. An Ashley HomeStores ads engaged listeners by offering tips on a better night’s sleep.

The format is meant in particular to aid advertisers in connecting with users who are not looking at their phone. For example, when people are listening to Pandora while driving, cooking, cleaning the house or doing some other hands-free activity.

Since their debut, Pandora’s own data indicated the ads have been fairly well-received, in terms of the voice format; 47% of users said they either liked or loved the concept of responding with their voice, and 30% felt neutral. The stats paint a picture of an overall more positive reception, given that users don’t typically like ads at all. In addition, 72% of users also said they found the ad format easy to engage with.

However, Pandora cautioned advertisers that more testing is needed to understand which ads get users to respond and which do not. Based on early alpha testing, ads with higher engagement seemed be those that were entertaining, humorous or used a recognizable brand voice, it says.

As the new ad format enters into beta testing, the company is expanding access to more advertisers. Advertisers including Acura, Anheuser-Busch, AT&T, Doritos, KFC, Lane Bryant, Purex Laundry Detergent, Purple, Unilever, T-Mobile, The Home Depot, Volvo and Xfinity, among others, are signed up to test the interactive ads.

This broader test aims to determine what the benchmarks should be for voice ads, whether the ads need tweaking to optimize for better engagement, and whether ads are better for driving conversions at the upper funnel or if consumers are ready to take action based on the ads’ content.

Related to the rollout of interactive voice ads, Pandora is also upgrading its “Voice Mode” feature, launched last year and made available to all users last July. The feature will now offer listeners on-demand access to specific tracks and albums in exchange for watching a brand video via Pandora’s existing Video Plus ad format, the same as for text-based searches.

 

n

Congratulations to the Space Force on their new logo, and to Ghost for being beautiful and strong.n”,”protected”:false},”excerpt”:”rendered”:”

Earlier this year, the oft-mocked but actually pretty important new branch of the military, the Space Force, revealed an image that was suspiciously reminiscent of Star Trek. Now the Space Force has revealed a new, sharper graphic that is the force’s actual logo u2014 and a motto to go with it: “Semper Supra,” or “always […]n”,”protected”:false,”author”:12084691,”featured_media”:2021584,”comment_status”:”open”,”ping_status”:”closed”,”sticky”:false,”template”:””,”format”:”standard”,”meta”:”outcome”:””,”status”:””,”crunchbase_tag”:0,”amp_status”:””,”relegenceEntities”:[],”relegenceSubjects”:[],”carmot_uuid”:”99b9b621-a2b4-388e-900d-7655f6a5d0a9″,”categories”:[15986864,174],”tags”:[148,576606166],”crunchbase_tag”:[],”tc_stories_tax”:[],”tc_event”:[],”jetpack_featured_media_url”:”https://techcrunch.com/wp-content/uploads/2020/07/space-force.jpg”,”shortlink”:”https://tcrn.ch/2BqUF1o”,”rapidData”:”pt”:””,”pct”:””,”featured”:false,”subtitle”:””,”fundingRound”:false,”seoTitle”:””,”seoDescription”:””,”premiumContent”:false,”premiumCutoffPercent”:1,”tc_cb_mapping”:[],”associatedEvent”:null,”event”:null,”authors”:[12084691],”hideFeaturedImage”:false,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/wp/v2/posts/2021531″],”collection”:[“href”:”https://techcrunch.com/wp-json/wp/v2/posts”],”about”:[“href”:”https://techcrunch.com/wp-json/wp/v2/types/post”],”replies”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/comments?post=2021531″],”version-history”:[“count”:5,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/2021531/revisions”],”predecessor-version”:[“id”:2021635,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/2021531/revisions/2021635″],”authors”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”https://techcrunch.com/edit”:[“href”:”https://techcrunch.com/wp-admin/post.php?post=2021531&action=edit”],”author”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”wp:featuredmedia”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/media/2021584″],”wp:attachment”:[“href”:”https://techcrunch.com/wp-json/wp/v2/media?parent=2021531″],”wp:term”:[“taxonomy”:”category”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/categories?post=2021531″,”taxonomy”:”post_tag”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tags?post=2021531″,”taxonomy”:”_tc_cb_tag_taxonomy”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/crunchbase_tag?post=2021531″,”taxonomy”:”tc_stories_tax”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_stories_tax?post=2021531″,”taxonomy”:”tc_event”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_event?post=2021531″],”curies”:[“name”:”wp”,”href”:”https://api.w.org/rel”,”templated”:true],”_embedded”:{“authors”:[“id”:12084691,”name”:”Devin Coldewey”,”url”:”https://coldewey.cc”,”description”:””,”link”:”https://techcrunch.com/author/devin-coldewey/”,”slug”:”devin-coldewey”,”avatar_urls”:”24″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=96&d=identicon&r=g”,”links”:”homepage”:”http://techcrunch.com/author/tcdevin”,”twitter”:”http://twitter.com/techcrunch”,”linkedin”:”http://www.linkedin.com/company/techcrunch”,”crunchbase”:”https://www.crunchbase.com/person/devin-coldewey”,”position”:”Writer & Photographer”,”cbDescription”:”

Devin Coldewey is a Seattle-based writer and photographer. He first wrote for TechCrunch in 2007. He has also written for MSNBC.com, NBC News, DPReview, The Economist/GE’s Look Ahead, and others.nn

His personal website is coldewey.cc.”,”cbAvatar”:”https://crunchbase-production-res.cloudinary.com/image/upload/v1458774381/r4iwkrm6qsw3n2ximghe.jpg”,”twitter”:”techcrunch”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”collection”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users”]],”author”:[“id”:12084691,”name”:”Devin Coldewey”,”url”:”https://coldewey.cc”,”description”:””,”link”:”https://techcrunch.com/author/devin-coldewey/”,”slug”:”devin-coldewey”,”avatar_urls”:”24″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/69fae9a8a3933fa91e81c086b8eee14a?s=96&d=identicon&r=g”,”links”:”homepage”:”http://techcrunch.com/author/tcdevin”,”twitter”:”http://twitter.com/techcrunch”,”linkedin”:”http://www.linkedin.com/company/techcrunch”,”crunchbase”:”https://www.crunchbase.com/person/devin-coldewey”,”position”:”Writer & Photographer”,”cbDescription”:”

Devin Coldewey is a Seattle-based writer and photographer. He first wrote for TechCrunch in 2007. He has also written for MSNBC.com, NBC News, DPReview, The Economist/GE’s Look Ahead, and others.nn

His personal website is coldewey.cc.”,”cbAvatar”:”https://crunchbase-production-res.cloudinary.com/image/upload/v1458774381/r4iwkrm6qsw3n2ximghe.jpg”,”twitter”:”techcrunch”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users/12084691″],”collection”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users”]],”wp:featuredmedia”:[“id”:2021584,”date”:”2020-07-24T13:36:08″,”slug”:”space-force-2″,”type”:”attachment”,”link”:”https://techcrunch.com/2020/07/24/space-force-debuts-official-logo-and-motto-both-reminding-you-that-its-always-above/space-force-2/”,”title”:”rendered”:”space-force”,”author”:12084691,”license”:”person”:”U.S. Space 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insurtech startups undervalued?”,”content”:{“rendered”:”

On the heels of Hippo’s funding roundu00a0and our exploration of how the private markets appear to be more conservative than public investors at the moment, we’re asking a new question: are a bunch of insurtech startups undervalued?n

Hippo — an insurtech startup focused on home insurance — put together a $150 million round at a $1.5 billion post-money valuation after growing its gross written premium to $270 million “in the past 12 months.” At that valuation, and at pre-adjustment premium scale, Hippo is super-cheap compared to Lemonade, another venture-backed insurtech startup that just went public.n


n

The Exchange explores startups, markets and money. You can read it every morning on Extra Crunch, or receive it for free in your inbox. Sign up for The Exchange newsletter, which drops Saturdays starting July 25.n


n

There’s no need to relitigate Hippo’s valuation and how the private markets have valued the firm. But our work yesterday does give us the chance to do some fun math on other players in the neo-insurance space, namely, Rootu00a0and MetroMile. Using data accrued from financial filings and valuation data from Pitchbook and Crunchbase, we can grok how much the two firms are worth using Hippo’s and Lemonade’s current premium multiples.n

""If you aren’t familiar, the cohort of startups we’re looking at have raised well over $1 billion as a group; VCs really believe in them. How they are priced then, and how they exit, will help determine the results of many a venture fund.n

So, are other players in the startup insurance market cheap at their last private price when compared to Lemonade and Hippo? Did their venture backers overpay? Let’s find out.n

Cheap? Expensive?



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