The new venture will provide audio creative development, sonic branding and strategy services and more.
Pandora is launching a new in-house consultancy for advertisers called Studio Resonate, the company announced Wednesday (June 12). The consultancy will provide audio creative development, sonic branding and strategy services, web and mobile experiences, visual design, rich media production and live activations.
In a press release announcing the new venture, Pandora notes that while it has provided these services to advertisers for a decade — resulting in nearly 250,000 audio spots on its streaming platform based on data it has accumulated on user preferences and behaviors — this is the first time the company has housed the services under one brand.
“Digital audio has evolved in a big way over the past several years, and while advertisers are becoming more interested in audio innovation, they often default to using creative tactics that are carried over from other formats because there hasn’t been much guidance or direction in this space,” said Pandora senior vp ad innovation Lizzie Widhelm in a statement. “Studio Resonate’s world-class audio creative team has the experience, expertise, and data to help marketers approach audio in its own way – improving opportunities for ad effectiveness and resonance, while increasing listener satisfaction.”
Pandora notes that the range of services offered depends on the volume of media an advertiser buys.
Pandora recently launched the summer iteration of its ongoing “Sound On” brand campaign that includes personalized playlists, live activations and “song of the summer” predictions. Earlier this year, an Infinite Dial study found the streaming service to be the most popular in the U.S., with 30 percent of Americans using audio brands saying they chose Pandora most often.