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hivio 2016 – How Pandora is Changing Audio Advertising


Lizzie Widhelm is Pandora’s Senior Vice President of Ad Product Sales & Strategy where she spearheads the team that brings advertising products to life and to market.

At this Q&A from hivio, the audio future festival, Lizzie talks about the evolving Pandora platform and how it’s changing its sales strategy to meet the future head-on.

Here are some of the questions we cover:

  1. Why is this evolution of Pandora so important? How is the new shape of Pandora likely to be different from what Spotify provides today?

  2. What is your sales strategy at Pandora?

  3. Talk about your advertising innovations – HOW you interrupt programming and WHAT you interrupt it with?

  4. Ads are often ANNOYING. Why can’t advertisers fix this? How do we enable better, richer, deeper consumer experiences?

  5. You have said you want Pandora to be “the first choice for new generation of audio listeners” – what does that mean, and how do you achieve it?

  6. How does Pandora demonstrate “success” when it comes to client campaigns?

  7. What can Pandora do that radio can’t do? What can radio do that Pandora can’t do?

  8. What can others in the audio space – radio, online radio, podcasting – learn from the way you approach audio sales?

  9. To what degree are you stealing radio dollars, and to what degree are these new-to-audio advertisers?

Click here to watch the entire 20-minute conversation:

This is one of many videos I’ll be sharing from hivio 2016.

You’ll find them first here in this blog.


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