When Season One of the popular Podcast debuts on Pandora next week, Warner Brothers will be the sponsor. When Season Two begins later this year, Esurance will advertise during half that season. At the beginning and end of each episode, Warner Brothers and Esurance will get NPR-style audio ads. Display ads will also run throughout Pandora's stream. Pandora SVP Lizzie Wilhelm tells AdWeek: "The benefit is that we're streaming real-time, and the listener can click through on the audio ad or the display ad. In a traditional podcast environment, it's more branding-centric." Esurance plans to run a study with Pandora to measure awareness after its campaign is over.
