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Volume 26 No. 178
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Pandora To Run User-Specific Ads For Fox Sports' Football Coverage

Pandora has "scored a deal with Fox Sports to serve listeners a slew of new audio ads that it hopes will lure fans into watching more college football and NFL games" on the platform, according to AD AGE. Pandora with the partnership is "bringing the concept of dynamic ad units to audio, which, generally speaking, uses data about a person’s interests and location to show a custom-tailored piece of creative." The deal will "run ads for games based on the user’s location." It will also "include a countdown toward kickoff based on the listener’s timezone." Fox Sports said that it "looked to Pandora to increase brand awareness, drive urgency to tune-in and ramp up excitement for their upcoming football games, all while customizing the creative for listeners" (ADAGE.com, 9/18).