Pandora Launches Advertising on Automotive Platforms

  Pandora Launches Advertising on Automotive Platforms

  Continued growth and adoption of Pandora in the car offers advertisers new
                   opportunities to connect with consumers

2014 International CES

Business Wire

LAS VEGAS & OAKLAND, Calif. -- January 6, 2014

Pandora (NYSE: P), the leading internet radio service, today announced it will
begin rolling out in-car advertising solutions this month. Major national
brands including BP, Ford Motor Company, State Farm^® and Taco Bell are on
board to take advantage of the first-to-market opportunity. Pandora, which
today reported more than 76.2 million active monthly listeners and more than
1.58 billion listening hours across all platforms in December 2013, is
currently available on nine out of the 10 best-selling passenger vehicles.
More than 4 million unique users have activated Pandora through a native
integration across the 23 major auto brands and 8 aftermarket manufacturers on
the company’s partner roster, representing an increase of 244 percent from the
same time last year.

Pandora Chief Marketing Officer, Simon Fleming-Wood, said, “Nearly half of all
radio listening takes place in the car. We knew early on that to redefine
radio, we would need to seamlessly deliver Pandora through in-dash
entertainment systems. With an 8.60% share of total U.S. radio listening and
unmatched growth and adoption of Pandora in the car, we are now seizing the
opportunity to connect advertisers with a more targeted audience than
traditional radio can provide.”

Incorporating Pandora into the native environment of the car has remained a
key focus for the company since announcing its first automotive brand
partnership with Ford in 2010. Through the connectivity of a smartphone,
Pandora native automotive integrations shift the popular controls of the
service, like station creation and thumbs feedback, from mobile devices into
in-dash entertainment systems, so listening to personalized radio in the car
is as easy as AM/FM radio.

Advertisers will now have the opportunity to reach car-bound audiences through
15- and 30-second audio spots that will run across the 130 vehicle models that
include a native Pandora integration in addition to the more than 270
aftermarket automotive devices that feature the personalized radio service.
The company will introduce listeners to the in-car advertising experience by
delivering fewer audio ads than on any other Pandora platform. Pandora
listeners who subscribe to a Pandora One premium account will continue to
enjoy an ad-free listening experience.

Ford Motor Company Digital Marketing Manager, Erica Bigley, said, “As an
innovation leader, we knew early on that a vibrant app ecosystem was essential
to the success of our technology platform and with the vehicle as the
traditional home of radio, we were the first to bring the personalized Pandora
experience to customers via SYNC^® AppLink™. This next partnership phase lets
us effectively reach highly engaged customers where they are most likely to
enjoy radio and is incredibly exciting for our business.”

State Farm Advertising Director, Ed Gold, said, “State Farm was a Pandora
early-adopter. People are passionate about their music and their cars. With so
much music being consumed in the car, Pandora automotive platforms allow
listeners to customize that experience and we are excited to be able to
connect with consumers in that environment.”

Taco Bell Chief Marketing Officer, Chris Brandt, said, “Taco Bell fans are
passionate about music, and we want to continue to share moments of music
exploration and discovery with them. We’ve already been able to reach fans by
Pandora via their mobile devices, and now, the latest in-car platform will
allow us to reach them in their car during mealtime moments when our message
is most relevant.”


Pandora (NYSE: P) gives people music and comedy they love anytime, anywhere,
through connected devices. Personalized stations launch instantly with the
input of a single "seed" - a favorite artist, song or genre. The Music Genome
Project^®, a deeply detailed hand-built musical taxonomy, powers the
personalization of Pandora^®internet radio by using musicological "DNA" and
constant listener feedback to craft personalized stations from a growing
collection of hundreds of thousands of recordings. Tens of millions of people
turn on Pandora every month to hear music they


Amanda Livingood, 510-842-6996
Public Relations
Dominic Paschel, 510-842-6960
Corporate Finance and Investor Relations
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