Download - Centro & pandora
1 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY
ENGAGEMENT REDEFINEDBREAKING THROUGH IN A CONNECTED WORLD
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1. Christmas
2. Today’s Christmas
3. 90s Christmas
4. Christmas Traditional
5. Country Christmas
2014 Top Holiday Genre Stations
1. Let it Go Idina Menzel (Armin Van Buuren Remix)
2. Happy Pharrell
3. Let it Go Idina Menzel
4. All About That Bass Meghan Trainor
5. Turn Down for What DJ Snake & Lil Jon
Top Songs Added 2014
PANDORA ROCKED THE HOLIDAYS
Source: Pandora Internal Metrics, December 2014
86M
30M
1.8B
22:15HRS
Monthly Unique Visitors
Daily Unique Visitors
Record High (Christmas Eve)
MobileYOY MUV increase
Hours Streamed (+16% YOY)
Average Time Spent Listening
Per User
Connected HomeYOY MUV increase
Connected CarYOY MUV increase
Fun Fact 3 of the top 10 songs added in 2014 were from the movie Frozen.
10% 30% 76%
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Music is a way for me to relax, feel motivated
about things (like working out), it’s a form of
distraction when I am stressed…
Pandora Listener, Chicago
The right music helps set the mood,
change the mood, bring people up
or mellow people out.
Pandora Listener, Denver
Listening to Music is almost like
talking with a good friend….
Pandora Listener, Denver
@PatriciaAWolf:
Thank you @pandora_radio for the awesome lullaby
stations. My baby girl is sleeping peacefully now.
#exhausted babygirl
@ChelseaRogers:
Last push on my final paper...time for
Christmas @pandora_radio to get me through
this. #procrastinationstation
@shawnthezombie:
@pandora_radio Just wanted to say thanks! I have lost 75
lbs by walking and changing my diet. Pandora was with
me every step of the way
75% CHOOSE MUSIC
AS TOP CHOICE FOR
ENTERTAINMENT.
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Source: Nielsen, Music 360 Study, 2014
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THE FUTURE OF MUSIC:NOW STREAMING ON A DEVICE NEAR YOU
Source: Edison Research, Share of Ear, Fall 2014; Edison Research, The Infinite Dial, 2014
12% OF ALL AUDIO IS STREAMINGLISTENERS SPEND 13 HOURS PER WEEK ON INTERNET
RADIO
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COMPETITOR LAUNCH DATE
PANDORA LEADS THE PACK
Source: Pandora Internal Metrics, December 2014
86.3MMUV
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21.0
18.7
9.7
6.1
AVG. HOURS SPENT LISTENING PER USER PER MONTH
#1 IN MOBILE TIME SPENT
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Source: comScore, Mobile Metrix, U.S. A18+, November 2014
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ARTISTS. LISTENERS. ADVERTISERS.
TRANSFORMING THE MUSIC ECOSYSTEM
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TRANSFORMING THE MUSIC ECOSYSTEM
ARTISTS. LISTENERS. ADVERTISERS.
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TRANSFORMING THE MUSIC ECOSYSTEM
ARTISTS. LISTENERS. ADVERTISERS.
SMART DATA. SMART SOLUTIONS.
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PANDORA PLAYS THE SOUNDTRACK TO LIFE
Source: Pandora Annual User Study, 2014
SOCIAL INFLUENCERS FOOD & MUSIC
MEANS OF
ESCAPECOMMUTING
EXERCISING
ENTERTAINING
TIME WITH THE KIDS
MEN & SHOPPING
42%of moms listen toPandora with their kid(s)
31%of men listen while running errands or shopping
68%listen while entertaining
63%listen while exercising
67%listen while cooking or eating meals
42%listen while commuting
64%of millennials listen as a means of escape
52%of Hispanic listeners say music plays a significant role in their social life
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WHAT IS GOOD FOR THE
LISTENERIS GOOD FOR THE
ADVERTISER
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MOBILE ROI: CRACKING THE CODE
Source: Placed, Mobile Studies, 2014; Millward Brown, Mobile Brand Impact Norms, across 29 mobile campaigns, 2014
MOBILE DRIVES IN-STORE TRAFFIC
18%Listeners who were exposed
to Pandora’s mobile interstitial
ad were 18% more likely to
visit a store.
TELCO
48%Listeners who were exposed to
an ad on Pandora were 48%
more likely to visit a store.GROCERY
MOBILE DRIVES BRAND IMPACT
19%Lift in ad
awareness
18%Lift in message
association
11%Lift in purchase
consideration and intent
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EXPERIENTIAL ENGAGEMENTDIGITAL ENGAGEMENTAUDIO ENGAGEMENT
PREMIUM PROGRAMMATICTARGETING LOCAL ENGAGEMENT
BEYOND THE CLICK.IT’S TRUE ENGAGEMENT.
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TIME SPENT IS THE NEW CURRENCY
ENGAGEMENT REDEFINED
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AUDIO ENGAGEMENT
CONFIDENTIAL AND PROPRIETARY
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12% OF ALL AUDIO IS STREAMING
Source: Edison Research, Share of Ear Study 13+, Fall 2014
AMERICA’S SHARE OF TIME SPENT LISTENING TO AUDIO SOURCES
56.1%
11.8%
17.3%
6.4%
5.3%
2.0%1.1%
AM/FM Radio
Streaming Audio
Owned Music
SiriusXM
TV Music Channels
Podcasts
Other
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PANDORA DOMINATES STREAMING AUDIO
Source: Edison Research, Share of Ear Study 13+, Fall 2014
55.0%
19.0%
10.0%
7.0%
9.0%
Pandora
Spotify
iHeart Radio*
iTunes
Other Streaming Audio Brands
SHARE OF TIME SPENT WITH STREAMING AUDIO
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AUDIO IS THE KEYTO UNLOCKING THE MOBILITY MINDSET
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PANDORA’S ENGAGED AUDIENCES
Source: Internal Metrics, October 2014
49%CLICK ON ADS
Across all platforms,
Connected Car listeners are
highly responsive to ads.
Connected Home listeners average
daily time spent listening is 24%
longer than the average listener.
CONNECTED CAR AND CONNECTED HOME LISTENERS
ARE HIGHLY ENGAGED AND RESPONSIVE.
58%Connected Car listeners skip
(58%) and thumb (9%) more than
the average Pandora listener.
PERSONALIZE MORE 24%
LONGERLISTENING
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THE FASTEST GROWINGPANDORA PLATFORMS
Source: Pandora Internal Metrics, December 2014.
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30%CONNECTED HOME
YOY MUV GROWTH
76%CONNECTED CAR
YOY MUV GROWTH
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DIGITAL ENGAGEMENT
CONFIDENTIAL AND PROPRIETARY
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CAPTURE ATTENTION AND SPEND QUALITY TIME
WITH YOUR AUDIENCE.
22 CONFIDENTIAL AND PROPRIETARYBRAND STATIONSPONSORED LISTENING
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SPONSORED
LISTENING
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CAPTURING ATTENTION
AT SCALE
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@calebbrumfield:
Watch a 30 second video on pandora for an hour
of unlimitied skips and uninterrupted
play…#bestdecisionever :D
@Mscattyy:
Just when you couldn’t love pepto bismol anymore
they give ya an ad-free hour on pandora
@campbellmike74:
@PlayStation giving me a whole hour of ad free listening on Pandora…
Makes me reconsider…. Might have to ditch the Xbox one.
@KellyBlasky:
I love love love Pandora’s
uninterrupted hour of listening!
@sarayray0722_
Man shoutout to PS4 for the hour of uninterrupted
listening on Pandora #youdareal1
@Jarameyo:
Why yes pandora … I would in fact love to listen
to an uninterrupted hour of music …
How convenient of you to ask …
ENGAGEMENT THAT’S TALKED ABOUT
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SPONSORED LISTENING IN THE PRESS
AD EXCHANGER
ADWEEK
BILLBOARD
BUSINESS INSIDER
CLICK Z
FORBES
HYPERBOT
LOCKER DOME
MEDIA LIFE MAGAZINE
MUSIC WEE
RAIN NEWS
THE NEXT WEB
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BRAND STATIONS
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BRAND STATIONSDRIVE ENGAGEMENT
• Mobile Engagement
• Data Fuels Station Creation
• We are Experienced
JUMP TO WALKTHROUGH
MOBILE MAFIA AWARD 2014
BEST B2C MOBILE BRANDING
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WHAT WE’VE LEARNED IN 2014:
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STATION LISTENING
TRENDS AND
AUDIENCE DATA IN
REAL-TIME
HELP TO
RE-ENGAGE LAPSED
LISTENERS
ENHANCED
AUDIENCE BUILDING
TOOLS
MORE STATION
CURATION
FLEXIBILITY
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ADVERTISING WITHIN
BRAND STATIONS
*Creative and ad copy is for demonstration only.
• Full screen ad displays with CTA
• In-Station Audio Tile displays with
audio spot
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WHAT’S NEW IN 2015:AUDIENCE INSIGHTS TOOL
Source: Pandora Internal Metrics, November 2014
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EXPERIENTIAL ENGAGEMENT
CONFIDENTIAL AND PROPRIETARY
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TRANSFORMING THE MUSIC ECOSYSTEMCONNECTING ARTISTS, LISTENERS & ADVERTISERS
LISTENERS
• Highly personalized experiences
• Music they like and new music they’ll love
• Exclusive artist content, free concerts, and “I was there when” moments
ARTISTS
• Deeper relationships with new and current fans
• Valuable insights and new modes of distribution and communication
• Strategic partnerships for new revenue streams
ADVERTISERS
• Relevance and authenticity via the passion point of music
• Power of Pandora, from data insights to 360° experiential
• Quality time with your audience and enhancing their experience
LISTENERS
ADVERTISERSARTISTS
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EXPERIENTIAL ENGAGEMENT REDEFINED
Deliver exclusive
digital content3 Develop events
& activations4 Measure the
post-event effect5 Leverage the power of Pandora6Identify trending artists1 Target & invite fans
on Pandora2
PLAY
SIZZLE
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0
200
400
600
JAN FEB MAR APR MAY JUN JUL AUG *
ST
AT
ION
AD
DS
(T
HO
US
AN
DS
)
0
7
14
21
28
JAN FEB MAR APR MAY JUN JUL AUG
ST
AT
ION
AD
DS
(T
HO
US
AN
DS
)
LEVERAGING DATA TO ALIGNADVERTISERS WITH TRENDING ARTISTS
Station Adds = Total number of new station adds on Pandora
0.0
0.5
1.0
1.5
2.0
JAN FEB MAR APR MAY JUN JUL AUG
ST
AT
ION
AD
DS
(M
ILL
ION
S) Pandora
books Iggy
“Fancy” hits #1 on Billboard Charts
Iggy headlines Pandora Summer Crush
220%
Pandora books MAGIC! for PDD SXSW
“Rude” hits #1 on Billboard Charts
MAGIC! plays Pandora Summer Crush
377%
Pandora books Rita
“How We Do (Party)” hits Billboard Charts Rita plays
Pandora Summer Crush117%
Pandora books MAGIC! for Summer CrushMAGIC!
plays PDD SXSW
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PANDORA EVENTS & BRANDED CONTENT
JAN – MAR APR – JUN JUL – SEP OCT – DEC
FranchiseEvents
Pandora Music Awards
After-Party (LA)
Pandora Discovery Den
at SXSW
Noche de Música con Pandora
(Hispanic)
Pandora Indio Invasion
Pandora Country Event
Pandora Summer Crush
(Back to School)
Pandora Summer Party
(Chicago)
Pandora Discovery Den
Holiday (NYC)
Noche de Música con Pandora
(Hispanic)
Power of Pandora Promotion
RSVP House Ad Media & eBlasts, Audience Building Media & Promoted Station Unit,
Social (Twitter, Instagram, LinkedIn, Snapchat), PR
Custom Programs
Leveraging proprietary data, artist relationships and creativity, Pandora develops
custom events and branded content experiences tailored for client objectives and strategy
(Custom Events, Brand Station Platform, Sponsored Listening)
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THANK YOU!