Pandora’s relationships with automakers helps it sell advertising. Chief Revenue Officer John Trimble tells NetNewsCheck “it starts there,” because Pandora’s enjoying the fruits of so much work getting into new cars. He says they leverage the relationships for advertising in three ways – “there are the national and brand opportunities in Tier One.” That’s the direct-from-carmaker communication. Tier Two is regional (dealer group level) and Tier Three is “local individual automotive dealers.” Trimble says they’ll contest with terrestrial radio sellers at all three levels. He tells NetNewsCheck’s Michael Depp that “when we first started, it was more of a national focus. Now that we’re penetrating the Tier Two and Three marketplace, we’re seeing a nice mix of our relationships with the brands.” That means beefing up the local sales force, and that’s where Depp steers much of the interview. Trimble won’t get specific about headcounts, but he says “right now we’re in 30 DMAs,” using the TV term. They “see opportunity in at least eight to ten more,” by year-end. Here’s a preview of the Pandora sales pitch – “we’re the #1 ranked radio station in 28 major U.S. markets. We represent about 8% of total [U.S.] radio listening, so we feel like we have a significant footprint in the streaming side of radio.” And along with national sales, they’re very much about SMBs – small local businesses that have traditionally done business with local radio. See where Pandora’s headed this year, against terrestrial radio, here.
Posted on: Tue, 04 Mar 2014 12:52:05 +0000
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