Online radio service Pandora has seen its figures boosted by the number of new subscribers coming from its mobile applications for the iPhone and the Blackberry, and now counts some 6 million mobile users. That’s given the service, which is aiming for profitability this year on the back of rising ad revenues, growing credibility for mobile advertisers, who see it as a “test bed” for mobile marketing.
Mainstream brands, including Kraft, Nike, Dockers and Domino’s are all trying out various forms of mobile marketing on the service. Dockers, for example, offered a coupon, while Domino’s tried it out as a direct marketing tool, testing out ads that told mobile users to call to order a pizza. Nike and Kraft used ads to lead directly to their mobile web sites.