August 3, 2015
Users of Pandora’s ad-supported service might soon get the option for an hour of commercial-free music, but there’s a catch.
In an expansion of an existing program, Pandora will give people the option to view an ad in exchange for 60 minutes of ad-free 80s pop, jazz, or whatever you prefer. Users will opt to see a video or other rich-media (a photo gallery, perhaps) ad unit at the beginning of their listening session to get access to an hour free of ad interruptions. Users must interact with the ads for at least 15 seconds to earn this, with Pandora’s end goal being uninterrupted consumer attention for these advertisements. It’s certainly more impactful when the ads are tied to some kind of reward, as standard ad breaks don’t typically offer much in the way of interactivity.