Dynamic Marketing Communiqué

Now Playing: Various ads to help you get the right marketing message to the right audience at the right time! [Thursdays: FYO!]

May 20, 2021

Apple Music.

Spotify.

Amazon Music Unlimited.

These are some of the biggest and most famous music streaming platforms used by millions of consumers around the world.

Do you know that you can use these apps to advertise your brand?

Yes, you can!

Here’s another music streaming service that has a large number of users worldwide:

Pandora!

In case you’re wondering, this isn’t the same with or in any way connected to the Pandora brand of jewelries.

The Pandora we’re talking about in this article is a subscription-based music app owned by American broadcasting company, Sirius XM Holdings.

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As of 2020, the app has 81 million subscribers, with an average user spending about 2 hours and 15 minutes per day listening to music.

With various ad options, Pandora provides a great opportunity for business owners and marketers to promote their brand and expand their reach!

So… how does Pandora Ads work?

Advertisers may choose among 3 types of ads, all of which contain several subsets.

These are:

  • Pandora Content Ads
  • Pandora Video/Visual Ads
  • Pandora Audio Ads

PANDORA CONTENT ADS

These ads allow marketers to share content by building branded playlists or owning ad spaces on a particular music station.

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This type of ad is all about bringing different types of content to listeners through different immersive modes!

Pandora Content Ads include:

  • Brand Stations – These stations give advertisers half of the ad breaks to promote their brands to Pandora listeners.
  • Artist Programs – These programs allow marketers to align their ads with some artists that their target market likes.
  • Branded Stations – These enable advertisers to create their own stations with 80 to 100 song playlists that encapsulate the theme of a marketing campaign.
  • Sponsored Stations – These provide marketers with ad spaces between songs.

PANDORA VIDEO/VISUAL ADS

This type of ad offers business owners and marketers a variety of ways to reach listeners―from ad interaction to strategically placed videos.

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Ads under this category are:

  • Videos Everywhere – These banner ads that are 300×250 pixels run across the Pandora app.
  • Platform-Specific Video – This full-screen video ad pops out on users’ phone screens while they’re engaging with the platform.
  • Mobile Muted Video – This gives users the option to unmute, pause, or watch the full video on their mobile phones. If the call-to-action (CTA) on the ad is clicked, a user will be directed to a brand’s landing page.
  • Sponsored Listening – This provides listeners with an hour of ad-free music in exchange for watching a 15-second video ad.
  • Video Plus – This ad allows users to receive Pandora premium access and replay songs after viewing a branded video content.
  • Responsive Mobile Display – This function puts your visual ad in the place where album covers are displayed during song play.
  • Web Billboard – This gives marketers an opportunity to use a one-day pop-up takeover. Elements of a campaign will dominate the whole Pandora app, giving users maximum exposure to a particular brand.
  • Mobile Welcome Interstitial – This ad appears full-screen as soon as users open the Pandora app.

PANDORA AUDIO ADS

From the name itself, this type of ad focuses on audio components.

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This category consists of:

  • Platform-Specific Audio – These ads allow advertisers to connect with Pandora users for 10-, 15-, or 30-second gaps between songs.
  • Sequential Audio – This allows marketers to tell a story by using Pandora’s technology to release an extended ad sequence piece by piece.
  • Dynamic Audio – This ad optimizes different factors such as weather, time, and location to create the right message for the right listener at the right time.

Now that you know the different types of Pandora ads for promoting your brand, let’s now take a look at 3 reasons why you should consider advertising on the music streaming app:

  1. It helps increase brand awareness.

    With a wide range of ads to choose from, you have an option to level up how you share your brand or product’s message to your target market!

    This enables you to boost awareness about your brand and expand your audience reach.

    Looking forward to achieving these goals?

    Pandora shared 3 tips for taking advantage of its ad features:

    –   Mention your brand name within the first few seconds of your ad.

    –   Make sure your ads are relevant to your target audience.

    –   Consider adding a video or another visual tool for easier brand recall.

    Applying these tips will help boost your brand’s visibility, which can also lead to actual sales!

  2. It helps you reach your target market.

    Regardless of the type of ad you’re using, make sure that you effectively reach your brand’s target market to avoid spending time and budget on messages that go nowhere.

    The good thing is… Pandora’s got you covered when it comes to that!

    Leverage the app’s wealth of user data to reach your intended audience and others who are most likely to interact with your brand.

    You also have an option to customize your ads using different parameters like time of day, device, ethnicity, and more.

    By using these data to identify your target market’s preferences, you are more likely to succeed in establishing a connection with them while also saving on a lot of your marketing budget!

  3. It helps drive revenue to your business.

    Law of attraction quote for the day:

    “With increased reachable audience comes increased revenue!”

    Pandora provides clear metrics to assess how your marketing campaign is performing and where room for improvement is needed.

    For web ads, these metrics include:

    –   Number of impressions

    –   Number of clicks

    –   Clickthrough rate (CTR)

    –   Completion rate

    –   Quartile rate

    For mobile ads, the data points are:

    –   Time spent viewing an ad

    –   Time spent on a landing page

    –   Social shares

    –   Unmute rate

    Through these metrics, you’ll be able to assess what strategies are effective in Pandora and what aren’t, as well as track and optimize your ROI (return on investment).

Here’s an example of a brand that effectively used Pandora to promote its products…

Kellogg’s!

In 2015, the cereal brand tapped into music to motivate teen listeners to buy the Pop-Tarts products.

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What did Kellogg’s do to kickstart its campaign?

It created Brand Station ads on Pandora!

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By occupying half of the ad breaks on different music stations, Kellogg’s captured its target market’s attention, which also led to actual in-store sales.

Here are the results of Kellogg’s Brand Station ads (recorded after the duration of the campaign):

  • A 7% lift in Pop-Tarts’ incremental sales.
  • Around 4 million Pandora users got exposed to the campaign.
  • A total of 347,000 ads were generated on the music streaming app.
  • Pandora recorded a total of 466,000 hours that users listened to Kellogg’s ads.

Clearly, the right marketing tactics executed by Kellogg’s on the music streaming app yielded good results!

If you’re looking for new mediums to connect with your target market, Pandora is a good place to start.

Find the most suitable ads for your brand! You may also invest in multiple formats to make sure your brand’s message is shared throughout the platform.

But…

Just like any other digital marketing strategy, you should plan your advertisements with a clear goal in mind.

Consider using Pandora in your marketing strategy and open yourself to the wonderful world of music that connects you and your brand with your target market!

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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