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State of the Screens

Shorter Ads Are Taking Over Digital, Right? Not So Fast, Says Pandora

By March 22, 2018No Comments

Interesting numbers from a recent ad recall study run by Pandora.

Brands involved included:
1) Orkin
2) ZipRecruiter

Ad recall by audio ad length:
30-second: +25%
10-second: +12%

A lot of this depends on how the shorter ads are priced. For example, would a network like Pandora charge 1/3 of the price for a 10-second ad as they do for a 30-second?

If yes, then the above study shows 48% of the ad recall impact for 33% of the cost.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.