ADOTAS – Pandora is throwing its hat into the ring this election cycle. In an effort to attract more political ad dollars, the personalized internet radio service is unveiling a new, targeted ad product aimed at candidates and special interest groups. Using the ZIP Code information collected at the time of signup, Pandora can target ads based on location, such as a congressional district, according to the original report in the WSJ.
Campaigns are hoping the targeting capabilities will make their ads more effective. Twitter has also jumped on the bandwagon, offering “Promoted Tweets” that reveal the ad’s backer with rollover technology. There is a potential that the political advertising spend could reach $4 billion in 2012.