Pandora

AT A GLANCE

With advertising solutions for mobile and online, Pandora fulfills a variety of media strategy objectives, whether the focus is branding, direct response, experiential, social or all of these.

DIVERSE MOBILE AD UNITS

With seven-to-30-second audio ad units that can be served alone or in conjunction with companion display ads, Pandora offers a broad array of formats and rich media functions to create an immersive mobile experience, including:

  • Tap to video
  • Drag and drop
  • Tap to app
  • Tap to call
  • Tap to e-mail
  • Tap to expand
  • Tap to find a location
  • Tap to iTunes
  • Tap to mobile webpage
  • Standard banners

REACH AND SCALE

Totaling more than 63 million registered users, Pandora has broad reach both nationally and locally. More than 36 million people listen on smartphones, 19 million in cars, 1.5 million on CE devices, 1 million on TVs/DVRs/Blu-ray players and 39 million on computers.

EFFECTIVE HYPERTARGETING

Through powerful hypertargeting, reach the right person, at the right time, without waste. Target based on age, day, gender, location, mobile platform, time and type of music.

CLUTTER-FREE ENVIRONMENT

Your advertising stands out in the uncluttered audio stream and display advertising on Pandora mobile. Proprietary best practices ensure users see and hear your message because Pandora limits the number of audio ads per hour to three and serves display ads only when the phone isn't locked or dimmed.

DEEP BRAND ENGAGEMENT

Engagement in Pandora translates into results. Because you reach people while they're doing something they love, they're open to new ideas and primed to interact. Advertising on Pandora consistently outperforms the industry average on a variety of ad units.

INSIGHTFUL ACCOUNTABILITY

Pandora has comprehensive tracking and reporting analytics to provide detailed campaign metrics for better business and market intelligence.

Pandora has come a long way since it debuted as an online music service five years ago. Today, Pandora is the most popular personalized radio service, giving people music they love through free radio stations they customize to suit their tastes and moods.

Personalized Radio Everywhere

Rather than steer people to one or two devices, the company has pursued a multiplatform strategy to make Pandora as easy to use as turning on the nearest connected device. The result? Consumers can enjoy Pandora on smartphones, mobile devices such as the iPad, in-home consumer electronics devices and cars in addition to computers. In fact, the Pandora app is available on more than 150 types of smartphones andmore than 100 consumer electronic devices—that translates to personalized radio everywhere.

Mobile Powerhouse

Since the introduction of the Pandora iPhone app two years ago, mobile use of Pandora has exploded. More than half of Pandora's new daily registrations come from mobile apps, and listening on a mobile device now accounts for more than 50 percent of all Pandora usage. Thanks to this strong mobile growth, Pandora is the most-listened-to radio "station" in the U.S.

Growing World of Engaged Users

Pandora's multiplatform approach provides an even broader reach, generating new and more diverse users daily. With an audience of more than 63 million registered users and more than 5 million users every weekday, Pandora reaches every demographic segment.

Plus, Pandora mobile users are highly engaged. They spend more than an hour and a half (per day used) on Pandora and interact more frequently than online users, so they're primed to be receptive to relevant ads.

Not Just Personal, But Smarter, Too

Because advertisers can leverage Pandora's hypertargeting options to reach the right person, at the right time, in the right place, there's no waste. Pandora also provides the right environment to reach engaged consumers around content they value and have integrated into their lives. All of which makes Pandora a smart strategy for marketers.


MARKET INSIGHTS


MOBILE DEVICES MAKING RADIO MORE RELEVANT THAN EVER

While there's nothing new about radio being mobile, smartphones make experiencing radio on the go more valuable. Among marketers, it's not just the growth of smartphone penetration or the new portable media device abilities getting their attention, but the fact that consumers are actually using their smartphones to consume media, act on advertisements and even purchase products via "m-commerce." Mobile makes it easy to act when the device is in-hand and a short radio ad encourages the listener to tap the screen.

It's also important to remember that the environment where an ad runs influences the way people experience it. Since mobile devices are very personal, the ways people experience mobile advertising differ. Using a mobile device becomes a "lean-forward" experience, creating a whole new aspect of engagement and discovery in both mobile content and advertising.

PANDORA MOBILE CLOSE-UP:

Pandora is one of the top three most downloaded apps from the Apple app store and consistently ranks in the top five most used apps in the BlackBerry and Android stores, according to a Nielsen Co. study released in June 2010.1

Pandora usage among apps is also unique. In contrast to the majority of apps that are used one to two and a half times and then abandoned, the Pandora app is used on average 11 times per month. Mobile users are also distinct from online users. There is only a 10 percent overlap of people using both online and mobile. Pandora mobile usage is viral in the most positive sense of the term: 98 percent of mobile users have recommended it, and the average mobile Pandora user recommends it to 11 people.Eighty-one percent are extremely or very satisfied, according to a user survey conducted in August 2009.


Excerpt from the Pandora white paper on internet radio and mobile marketing, "Radio Rampant: How the Internet Is Dynamiting the Box" by Kathryn Koegel. Download the complete paper at www.pandora.com/ advertising.


Sources: 1Nielsen Co., "The State of Mobile Apps," June 2010, http://blog.nielsen.com/nielsenwire/online_mobile/the-state-of-mobile-apps/. 2Nielsen Co., "Smartphones to Overtake Feature Phones in U.S. by 2011," http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011.