Pandora is planning to integrate native advertising with connected vehicles with available streaming music service. The company announced this plan during its Q4 earnings call today, according to VentureBeat.

The Oakland-based firm emphasized that it music service can now be availed from nine out of the 10 best auto makers' vehicles. During the call, president Brian McAndrews explained that they see a big opportunity to ramp up its ad revenue in cars. This is despite the fact that the total number of listening hours from connected automobiles only make up "single digits" of the overall hours spent listening to music, the report detailed.

Radio ads in cars is a big market, and Pandora has not previously tapped this sector. But with Pandora's continuous expansion of its local ads sales, radio ads in vehicles could become an integral part of the firm's total revenue, the report explained.

In addition, McAndrews said the music-centered firm will also invest more into new opportunities in native advertising, programmatic ads, and new tools that will help increase listener hours, VentureBeat reported.