// By Jane Weber Brubaker //
About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016.
Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. We were intrigued. We wanted to find out more about how Pandora advertising works—and why it works. Hint: It’s not just music. “We are not only a music streaming company; we are a huge data company,” says Lee Ann Longinotti, director of Pandora’s healthcare vertical.
Connecticut agency Mintz + Hoke Media Only manages advertising on Pandora for Hartford HealthCare, an integrated delivery system that includes five hospitals and a multispecialty physician group, and provides behavioral health, rehabilitation, home health, and senior care services.
Hartford HealthCare’s ad spend on Pandora has grown steadily over the past three years, and it is now a standard part of the media mix. Commenting on why Pandora has worked so well for the health system, Sara-Beth Donovan, senior vice president of media at Mintz + Hoke says, “Pandora respects the listener experience.”
Here, we’ll see how Hartford HealthCare is leveraging Pandora to drive branding and awareness as well as conversions. We’ll take a look at how advertising on Pandora has evolved, and explore what makes it unique from an advertising perspective.
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