Pandora grows its sales force by 80% year-over-year, sees 112% growth in ads delivered

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Issue Date: 
Sep 6 2012 - 12:05pm

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Pandora mobile adsPandora's mobile revenue will soar over the next few years, as will the whole U.S. mobile ad market, eMarketer predicts. The research firm expects Pandora's mobile earnings to swell from $120 million in 2011 to just under $500 million in 2014. (By comparison, Pandora reported more than $274 million in total revenue for fiscal year 2012.)

"On a net basis, Pandora Media has emerged as one of the strongest U.S. mobile display ad sellers, and its share of the total U.S. mobile display market is expected to reach 20.5% in 2012," says eMarketer.

Pandora announced in its fiscal results for Q2 2013 it had grown its mobile ad revenue by 86% year-over-year, reaching nearly $60 million (find RAIN's coverage here).

In fact, Pandora is currently earning far more from mobile than heavy-hitters like Twitter and Facebook, says eMarketer. That, of course, may change over the next few years, as those companies get their mobile act together. Pandora trails Google's massive mobile intake of $750 million in 2011.

Overall, eMarketer predicts (here) mobile ad revenues in the U.S. will grow to more than $6.6 billion in 2014, up from $1.45 billion in 2011.

Pandora also recently disclosed to the SEC that in Q2 2013, it saw a 112% increase in the number of ads delivered compared to the previous year. Additionally, the company has grown its sales force by 80% year-over-year. But the average price per ad declined 27%, "due in part to the mobile ad mix," reports Business Insider (here).

And of course, as we saw in Pandora's Q2 '13 results, all this growth in revenue is still being outpaced by usage and thus by staggering music royalty costs.

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