I just heard a car commercial on my “personalized” Pandora channel and it sounded wrong. So did the bank ad and the Rocket Mortgage ad. 

The copy was fine, the music was okay and the sound effects appropriate, but they all sounded like they didn’t know I was listening to Pandora. They sounded very fake, old-fashioned and inappropriate for the medium.

Why is this? Pandora is not radio. That radio ad the car dealer lifted and placed on Pandora sounds outdated. The fake scenarios sound even fakier. Scripts sound too much like, well, scripts. Different environments and different listening require different creative thinking, and authenticity rules.

Here is some advice from the experts at Pandora:

• Use a conversational tone: “Traditional radio ads are notorious for shouting voiceovers, overused sound effects and excessive repetition. This approach can be especially off-putting when delivered in a digital environment. Using a conversational tone creates an easier transition between entertainment content (like music) and advertising. It’s less jarring, so it feel like less of an interruption. The listener should feel like they’re being spoken by a friend, by someone they can trust.” 
• Address the individual: Most of Pandora listeners are using ear buds, so write it like you are talking directly into one person’s ear, because that is exactly what you’re doing.
• Simplify your value proposition: Make it simple to consume. Enough said.
• Use a clear call to action: Don’t yell it, just tell people what you want them to do, such as fill out a form, visit a website, watch a video or download a white paper.

Pandora is not radio. It is its own medium in a world of media, and it needs distinct messaging to make it work. Remember, to get people to buy, they need to buy into you and your organization.