Pandora: Engagement Redefined

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<ul><li><p>1 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY</p><p>ENGAGEMENT REDEFINEDBREAKING THROUGH IN A CONNECTED WORLD</p></li><li><p>2 CONFIDENTIAL AND PROPRIETARY</p><p>1. Christmas</p><p>2. Todays Christmas</p><p>3. 90s Christmas</p><p>4. Christmas Traditional</p><p>5. Country Christmas</p><p>2014 Top Holiday Genre Stations</p><p>1. Let it Go Idina Menzel (Armin Van Buuren Remix)</p><p>2. Happy Pharrell</p><p>3. Let it Go Idina Menzel</p><p>4. All About That Bass Meghan Trainor</p><p>5. Turn Down for What DJ Snake &amp; Lil Jon</p><p>Top Songs Added 2014</p><p>PANDORA ROCKED THE HOLIDAYS</p><p>Source: Pandora Internal Metrics, December 2014</p><p>86M</p><p>30M</p><p>1.8B</p><p>22:15HRS</p><p>Monthly Unique Visitors</p><p>Daily Unique Visitors</p><p>Record High (Christmas Eve)</p><p>MobileYOY MUV increase</p><p>Hours Streamed (+16% YOY)</p><p>Average Time Spent Listening </p><p>Per User</p><p>Connected HomeYOY MUV increase</p><p>Connected CarYOY MUV increase</p><p>Fun Fact 3 of the top 10 songs added in 2014 were from the movie Frozen.</p><p>10% 30% 76%</p><p>2 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>3 CONFIDENTIAL AND PROPRIETARY</p><p>Music is a way for me to relax, feel motivated</p><p>about things (like working out), its a form of distraction when I am stressedPandora Listener, Chicago</p><p>The right music helps set the mood, </p><p>change the mood, bring people up </p><p>or mellow people out.</p><p>Pandora Listener, Denver</p><p>Listening to Music is almost like </p><p>talking with a good friend.Pandora Listener, Denver</p><p>@PatriciaAWolf:</p><p>Thank you @pandora_radio for the awesome lullaby </p><p>stations. My baby girl is sleeping peacefully now. </p><p>#exhausted babygirl</p><p>@ChelseaRogers:</p><p>Last push on my final paper...time for </p><p>Christmas @pandora_radio to get me through </p><p>this. #procrastinationstation</p><p>@shawnthezombie:</p><p>@pandora_radio Just wanted to say thanks! I have lost 75 </p><p>lbs by walking and changing my diet. Pandora was with </p><p>me every step of the way</p><p>75% CHOOSE MUSIC</p><p>AS TOP CHOICE FOR </p><p>ENTERTAINMENT.</p><p>3 CONFIDENTIAL AND PROPRIETARY</p><p>Source: Nielsen, Music 360 Study, 2014</p></li><li><p>4 CONFIDENTIAL AND PROPRIETARY</p><p>THE FUTURE OF MUSIC:NOW STREAMING ON A DEVICE NEAR YOU</p><p>Source: Edison Research, Share of Ear, Fall 2014; Edison Research, The Infinite Dial, 2014</p><p>12% OF ALL AUDIO IS STREAMINGLISTENERS SPEND 13 HOURS PER WEEK ON INTERNET </p><p>RADIO</p></li><li><p>5 CONFIDENTIAL AND PROPRIETARY</p><p>COMPETITOR LAUNCH DATE</p><p>PANDORA LEADS THE PACK</p><p>Source: Pandora Internal Metrics, December 2014</p><p>86.3MMUV</p></li><li><p>6 CONFIDENTIAL AND PROPRIETARY</p><p>21.0</p><p>18.7</p><p>9.7</p><p>6.1</p><p>AVG. HOURS SPENT LISTENING PER USER PER MONTH</p><p>#1 IN MOBILE TIME SPENT</p><p>6 CONFIDENTIAL AND PROPRIETARY</p><p>Source: comScore, Mobile Metrix, U.S. A18+, November 2014</p></li><li><p>7 CONFIDENTIAL AND PROPRIETARY</p><p>ARTISTS. LISTENERS. ADVERTISERS.</p><p>TRANSFORMING THE MUSIC ECOSYSTEM</p></li><li><p>8 CONFIDENTIAL AND PROPRIETARY</p><p>TRANSFORMING THE MUSIC ECOSYSTEM</p><p>ARTISTS. LISTENERS. ADVERTISERS.</p></li><li><p>9 CONFIDENTIAL AND PROPRIETARY</p><p>TRANSFORMING THE MUSIC ECOSYSTEM</p><p>ARTISTS. LISTENERS. ADVERTISERS.</p><p>SMART DATA. SMART SOLUTIONS.</p></li><li><p>10 CONFIDENTIAL AND PROPRIETARY</p><p>PANDORA PLAYS THE SOUNDTRACK TO LIFE</p><p>Source: Pandora Annual User Study, 2014</p><p>SOCIAL INFLUENCERS FOOD &amp; MUSIC</p><p>MEANS OF </p><p>ESCAPECOMMUTING</p><p>EXERCISING</p><p>ENTERTAINING</p><p>TIME WITH THE KIDS</p><p>MEN &amp; SHOPPING</p><p>42%of moms listen toPandora with their kid(s)</p><p>31%of men listen while running errands or shopping</p><p>68%listen while entertaining</p><p>63%listen while exercising</p><p>67%listen while cooking or eating meals</p><p>42%listen while commuting</p><p>64%of millennials listen as a means of escape</p><p>52%of Hispanic listeners say music plays a significant role in their social life</p></li><li><p>11 CONFIDENTIAL AND PROPRIETARY</p><p>WHAT IS GOOD FOR THE</p><p>LISTENERIS GOOD FOR THE</p><p>ADVERTISER</p><p>11 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>12 CONFIDENTIAL AND PROPRIETARY</p><p>MOBILE ROI: CRACKING THE CODE</p><p>Source: Placed, Mobile Studies, 2014; Millward Brown, Mobile Brand Impact Norms, across 29 mobile campaigns, 2014</p><p>MOBILE DRIVES IN-STORE TRAFFIC</p><p>18% Listeners who were exposed to Pandoras mobile interstitial ad were 18% more likely to </p><p>visit a store.</p><p>TELCO</p><p>48% Listeners who were exposed to an ad on Pandora were 48% more likely to visit a store.GROCERY</p><p>MOBILE DRIVES BRAND IMPACT</p><p>19% Lift in ad awareness</p><p>18% Lift in messageassociation</p><p>11% Lift in purchase consideration and intent</p><p>12 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>13 CONFIDENTIAL AND PROPRIETARY</p><p>EXPERIENTIAL ENGAGEMENTDIGITAL ENGAGEMENTAUDIO ENGAGEMENT</p><p>PREMIUM PROGRAMMATICTARGETING LOCAL ENGAGEMENT</p><p>BEYOND THE CLICK.ITS TRUE ENGAGEMENT.</p></li><li><p>14 CONFIDENTIAL AND PROPRIETARY14 CONFIDENTIAL AND PROPRIETARY</p><p>TIME SPENT IS THE NEW CURRENCY</p><p>ENGAGEMENT REDEFINED</p></li><li><p>15 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY</p><p>AUDIO ENGAGEMENT</p><p>CONFIDENTIAL AND PROPRIETARY</p></li><li><p>16 CONFIDENTIAL AND PROPRIETARY</p><p>12% OF ALL AUDIO IS STREAMING</p><p>Source: Edison Research, Share of Ear Study 13+, Fall 2014</p><p>AMERICAS SHARE OF TIME SPENT LISTENING TO AUDIO SOURCES</p><p>56.1%</p><p>11.8%</p><p>17.3%</p><p>6.4%</p><p>5.3%</p><p>2.0%1.1%</p><p> AM/FM Radio</p><p> Streaming Audio</p><p> Owned Music</p><p> SiriusXM</p><p> TV Music Channels</p><p> Podcasts</p><p> Other</p></li><li><p>17 CONFIDENTIAL AND PROPRIETARY</p><p>PANDORA DOMINATES STREAMING AUDIO</p><p>Source: Edison Research, Share of Ear Study 13+, Fall 2014</p><p>55.0%</p><p>19.0%</p><p>10.0%</p><p>7.0%</p><p>9.0%</p><p> Pandora</p><p> Spotify</p><p> iHeart Radio*</p><p> iTunes</p><p> Other Streaming Audio Brands</p><p>SHARE OF TIME SPENT WITH STREAMING AUDIO</p></li><li><p>18 CONFIDENTIAL AND PROPRIETARY</p><p>AUDIO IS THE KEYTO UNLOCKING THE MOBILITY MINDSET</p><p>18 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>19 CONFIDENTIAL AND PROPRIETARY19 CONFIDENTIAL AND PROPRIETARY</p><p>PANDORAS ENGAGED AUDIENCES</p><p>Source: Internal Metrics, October 2014</p><p>49% CLICK ON ADSAcross all platforms, </p><p>Connected Car listeners are </p><p>highly responsive to ads.</p><p>Connected Home listeners average </p><p>daily time spent listening is 24%</p><p>longer than the average listener.</p><p>CONNECTED CAR AND CONNECTED HOME LISTENERS </p><p>ARE HIGHLY ENGAGED AND RESPONSIVE.</p><p>58%Connected Car listeners skip </p><p>(58%) and thumb (9%) more than </p><p>the average Pandora listener.</p><p>PERSONALIZE MORE 24% LONGERLISTENING</p></li><li><p>20 CONFIDENTIAL AND PROPRIETARY</p><p>THE FASTEST GROWINGPANDORA PLATFORMS</p><p>Source: Pandora Internal Metrics, December 2014.</p><p>20 CONFIDENTIAL AND PROPRIETARY</p><p>30%CONNECTED HOME </p><p>YOY MUV GROWTH</p><p>76%CONNECTED CAR</p><p>YOY MUV GROWTH</p></li><li><p>21 CONFIDENTIAL AND PROPRIETARY21 CONFIDENTIAL AND PROPRIETARY</p><p>DIGITAL ENGAGEMENT</p><p>CONFIDENTIAL AND PROPRIETARY</p></li><li><p>22 CONFIDENTIAL AND PROPRIETARY</p><p>CAPTURE ATTENTION AND SPEND QUALITY TIME </p><p>WITH YOUR AUDIENCE.</p><p>22 CONFIDENTIAL AND PROPRIETARYBRAND STATIONSPONSORED LISTENING</p></li><li><p>23 CONFIDENTIAL AND PROPRIETARY</p><p>SPONSORED</p><p>LISTENING</p><p>23 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>24 CONFIDENTIAL AND PROPRIETARY</p><p>CAPTURING ATTENTION</p><p>AT SCALE</p></li><li><p>25 CONFIDENTIAL AND PROPRIETARY</p><p>@calebbrumfield:</p><p>Watch a 30 second video on pandora for an hour</p><p>of unlimitied skips and uninterrupted </p><p>play#bestdecisionever :D</p><p>@Mscattyy:</p><p>Just when you couldnt love pepto bismol anymore </p><p>they give ya an ad-free hour on pandora</p><p>@campbellmike74:</p><p>@PlayStation giving me a whole hour of ad free listening on Pandora </p><p>Makes me reconsider. Might have to ditch the Xbox one.</p><p>@KellyBlasky:</p><p>I love love love Pandoras </p><p>uninterrupted hour of listening!</p><p>@sarayray0722_</p><p>Man shoutout to PS4 for the hour of uninterrupted</p><p>listening on Pandora #youdareal1</p><p>@Jarameyo:</p><p>Why yes pandora I would in fact love to listen </p><p>to an uninterrupted hour of music </p><p>How convenient of you to ask </p><p>ENGAGEMENT THATS TALKED ABOUT</p></li><li><p>26 CONFIDENTIAL AND PROPRIETARY</p><p>SPONSORED LISTENING IN THE PRESS</p><p>AD EXCHANGER</p><p>ADWEEK</p><p>BILLBOARD</p><p>BUSINESS INSIDER</p><p>CLICK Z</p><p>FORBES</p><p>HYPERBOT</p><p>LOCKER DOME</p><p>MEDIA LIFE MAGAZINE</p><p>MUSIC WEE</p><p>RAIN NEWS</p><p>THE NEXT WEB</p></li><li><p>27 CONFIDENTIAL AND PROPRIETARY27 CONFIDENTIAL AND PROPRIETARY</p><p>BRAND STATIONS</p><p>27 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>28 CONFIDENTIAL AND PROPRIETARY</p><p>BRAND STATIONSDRIVE ENGAGEMENT</p><p> Mobile Engagement</p><p> Data Fuels Station Creation</p><p> We are Experienced</p><p>JUMP TO WALKTHROUGH</p><p>MOBILE MAFIA AWARD 2014</p><p>BEST B2C MOBILE BRANDING</p></li><li><p>29 CONFIDENTIAL AND PROPRIETARY</p><p>WHAT WEVE LEARNED IN 2014:</p><p>29 CONFIDENTIAL AND PROPRIETARY</p><p>STATION LISTENING </p><p>TRENDS AND </p><p>AUDIENCE DATA IN </p><p>REAL-TIME</p><p>HELP TO </p><p>RE-ENGAGE LAPSED </p><p>LISTENERS</p><p>ENHANCED </p><p>AUDIENCE BUILDING </p><p>TOOLS</p><p>MORE STATION </p><p>CURATION </p><p>FLEXIBILITY</p></li><li><p>30 CONFIDENTIAL AND PROPRIETARY</p><p>ADVERTISING WITHIN</p><p>BRAND STATIONS</p><p>*Creative and ad copy is for demonstration only.</p><p> Full screen ad displays with CTA</p><p> In-Station Audio Tile displays with audio spot</p></li><li><p>31 CONFIDENTIAL AND PROPRIETARY</p><p>WHATS NEW IN 2015:AUDIENCE INSIGHTS TOOL</p><p>Source: Pandora Internal Metrics, November 2014</p></li><li><p>32 CONFIDENTIAL AND PROPRIETARY32 CONFIDENTIAL AND PROPRIETARY</p><p>EXPERIENTIAL ENGAGEMENT</p><p>CONFIDENTIAL AND PROPRIETARY</p></li><li><p>33 CONFIDENTIAL AND PROPRIETARY</p><p>TRANSFORMING THE MUSIC ECOSYSTEMCONNECTING ARTISTS, LISTENERS &amp; ADVERTISERS</p><p>LISTENERS</p><p> Highly personalized experiences</p><p> Music they like and new music theyll love</p><p> Exclusive artist content, free concerts, and I was there when moments</p><p>ARTISTS</p><p> Deeper relationships with new and current fans</p><p> Valuable insights and new modes of distribution and communication</p><p> Strategic partnerships for new revenue streams</p><p>ADVERTISERS</p><p> Relevance and authenticity via the passion point of music</p><p> Power of Pandora, from data insights to 360 experiential</p><p> Quality time with your audience and enhancing their experience</p><p>LISTENERS</p><p>ADVERTISERSARTISTS</p></li><li><p>34 CONFIDENTIAL AND PROPRIETARY</p><p>EXPERIENTIAL ENGAGEMENT REDEFINED</p><p>Deliver exclusive </p><p>digital content3 Develop events &amp; activations4 Measure the post-event effect5 Leverage the power of Pandora6Identify trending artists1 Target &amp; invite fans on Pandora2</p><p>PLAY </p><p>SIZZLE</p></li><li><p>35 CONFIDENTIAL AND PROPRIETARY</p><p>0</p><p>200</p><p>400</p><p>600</p><p>JAN FEB MAR APR MAY JUN JUL AUG *</p><p>ST</p><p>AT</p><p>ION</p><p> AD</p><p>DS</p><p> (T</p><p>HO</p><p>US</p><p>AN</p><p>DS</p><p>)</p><p>0</p><p>7</p><p>14</p><p>21</p><p>28</p><p>JAN FEB MAR APR MAY JUN JUL AUG</p><p>ST</p><p>AT</p><p>ION</p><p> AD</p><p>DS</p><p> (T</p><p>HO</p><p>US</p><p>AN</p><p>DS</p><p>)</p><p>LEVERAGING DATA TO ALIGNADVERTISERS WITH TRENDING ARTISTS</p><p>Station Adds = Total number of new station adds on Pandora</p><p>0.0</p><p>0.5</p><p>1.0</p><p>1.5</p><p>2.0</p><p>JAN FEB MAR APR MAY JUN JUL AUG</p><p>ST</p><p>AT</p><p>ION</p><p> AD</p><p>DS</p><p> (M</p><p>ILL</p><p>ION</p><p>S) Pandora </p><p>books Iggy</p><p>Fancy hits #1 on Billboard Charts</p><p>Iggy headlines Pandora Summer Crush</p><p>220% </p><p>Pandora books MAGIC! for PDD SXSW</p><p>Rude hits #1 on Billboard Charts</p><p>MAGIC! plays Pandora Summer Crush</p><p>377% </p><p>Pandora books Rita</p><p>How We Do (Party) hits Billboard Charts Rita plays </p><p>Pandora Summer Crush117% </p><p>Pandora books MAGIC! for Summer CrushMAGIC! </p><p>plays PDD SXSW</p><p>35 CONFIDENTIAL AND PROPRIETARY</p></li><li><p>36 CONFIDENTIAL AND PROPRIETARY</p><p>PANDORA EVENTS &amp; BRANDED CONTENT</p><p>JAN MAR APR JUN JUL SEP OCT DEC</p><p>FranchiseEvents</p><p>Pandora Music Awards </p><p>After-Party (LA)</p><p>Pandora Discovery Den </p><p>at SXSW</p><p>Noche de Msica con Pandora </p><p>(Hispanic)</p><p>Pandora Indio Invasion</p><p>Pandora Country Event</p><p>Pandora Summer Crush </p><p>(Back to School)</p><p>Pandora Summer Party </p><p>(Chicago)</p><p>Pandora Discovery Den </p><p>Holiday (NYC)</p><p>Noche de Msica con Pandora </p><p>(Hispanic)</p><p>Power of Pandora Promotion</p><p>RSVP House Ad Media &amp; eBlasts, Audience Building Media &amp; Promoted Station Unit,</p><p>Social (Twitter, Instagram, LinkedIn, Snapchat), PR</p><p>Custom Programs</p><p>Leveraging proprietary data, artist relationships and creativity, Pandora develops </p><p>custom events and branded content experiences tailored for client objectives and strategy</p><p>(Custom Events, Brand Station Platform, Sponsored Listening)</p></li><li><p>37 CONFIDENTIAL AND PROPRIETARY37 CONFIDENTIAL AND PROPRIETARY</p><p>THANK YOU!</p></li></ul>