Group 35 Copy 2 Created with Sketch.
event

Pandora LIVE: Trap Karaoke

To kick off to the biggest week in music, Pandora provided over 1,000 Hip-Hop and R&B fans with an interactive live music event at Exchange LA. At this special event, we partnered with user-generated concert series, [TRAP Karaoke](https://trapkaraoke.com/) where fans took to the stage for their own live performances alongside [Flipp Dinero](https://www.pandora.com/artist/flipp-dinero/ARZwjhtw6Xd7zjc), [City Girls](https://www.pandora.com/artist/city-girls/ARq92XKJccv2ftK), [Ty Dolla $ign](https://www.pandora.com/artist/ty-dolla-sign/ARZl2pmprz6n939), [The-Dream](https://www.pandora.com/artist/the-dream-r-and-b/ARkrX7tqz2Xcrww), and [Soulja Boy](https://www.pandora.com/artist/soulja-boy/AR5nqnwVmrZVV2q)! ## Sponsors in the Spotlight Our sponsors were integral to this unforgettable event experience and contributed to the excitement of the night by providing fun and unique offerings. __Boost Mobile__ gave away branded phone chargers that allowed fans to capture amazing moments all night long. They also hosted a photo moment + sweepstakes where fans could flip a switch for a chance to win a variety of exciting prizes (including meet and greets with Flipp Dinero, a free year of Boost Mobile service, and a chance to flip a giant Boost switch onstage to start the show.) __Reese’s Puffs__ distributed branded PopSockets to fans, which were an absolute hit with everyone. Fans were also able to take photos in front of a colorful graffiti backdrop plus create their own uniquely designed hats at the Pandora branded black light hat dipping station. Who wouldn’t want to be a part of sharing a live experience with their favorite artists AND engaging with cool brand activations...for FREE? Now is your time to shine. How will your brand take the stage? Find out more about our experiential event offerings [here](https://www.pandoraforbrands.com/solution/experiential-sizzle). ![3813 TrapKaraoke postEvent r1 photos](//images.ctfassets.net/nh8g790vi8yy/6Cn6MHaDiAEcnfRBGI109b/fa88d8eb56e89b67090470cceeffec1a/3813_TrapKaraoke_postEvent_r1_photos.jpg)

article

The Impact of Black Influence on Culture and Advertising

African Americans are a cultural force in the U.S. The latest chart-topping hits, fashion trends, dance crazes, and product trends all bear the fingerprints of a culture that is rich, innovative and constantly tuned into what’s now, new and next. With a growing population of 46 million1 and a spending power of over $1.2 trillion dollars,2 African Americans are a considerable source of growth for many industries and brands. According to Nielsen, these consumers represent more than 50% of the overall spending in key product categories,2 and are therefore the key to winning the masses. ![3851 blackInfluence intro r1 70percent](//images.ctfassets.net/nh8g790vi8yy/3pXjxwoRws7zA6lmG1ELkh/0f2a9286ebfa002f3a99dfc069abace1/3851_blackInfluence_intro_r1_70percent.jpg) At Pandora, we have personally witnessed the impact Black consumers have on ad campaigns, especially if those campaigns accurately reflect the Black cultural experience in the U.S. Campaigns targeted to Black consumers guarantee reach against this influential audience and exceed engagement benchmarks by over 70%.3 Because of the immense, overwhelming power of Black consumers, we’ve joined forces with [Burrell Communications Group](https://www.burrell.com/) to shine a light on Black influence in music, advertising and popular culture. ![3851 blackInfluence intro r1 quote](//images.ctfassets.net/nh8g790vi8yy/38xPohrg8iVj8rfWMBgTrA/2979240015253ff5cc6b769fb8f5a924/3851_blackInfluence_intro_r1_quote.jpg) Our long-standing relationship with Burrell has led to the development of a joint quantitative and qualitative study on the influential power of African Americans and the role that music and culture play in their lives. Our goal is to not only demonstrate the value of engaging the African American segment, but to also give marketers the tools they need to connect with them in an authentic and effective way. We’ll be releasing findings from the study over the next five months through a variety of content that will help you as an advertiser better market to one of the most powerful segments in the country. You can look forward to insights like: What genre do Black listeners enjoy most and why? How do music preferences match consumer behavior? Which artist has the most persuasion power? What are best practices when creating a campaign targeting the African American market? Remember, your audience is listening—create powerful campaigns that truly make an impact. Are you currently building your Multicultural strategy? We can help! [Reach out to us today](https://www.pandoraforbrands.com/advertise). --- 1. U.S. Census Bureau 2. Nielsen, Black Impact: Consumer Categories Where African Americans Move Markets, February 2018 3. Pandora Internal Data *Burrell Communications Group is a full-service integrated marketing communications agency known for solid strategic approaches, rich targeted insights, creative astuteness and forward-thinking. For over forty years, we have used our deep understanding of emotion and culture to build brands by activating identity. We are excited to partner on this study with Pandora, as consumer insights rest at the core of everything we do.*

podcast

Episode 12: Storytelling with Ira Glass

In this episode of *The Power of Audio*, we sat down with the well-renowned storyteller: Ira Glass. Storytelling is a crucial component of any marketer’s arsenal. We were thrilled to sit down and gain insights from one of the most masterful storytellers of our time. Ira brought *This American Life* to the airwaves in 1995 and has been the show’s host ever since. He’s also one of the brains behind the hit podcast series Serial, which has had over 400 million downloads over three seasons. __Listen to learn:__ - What makes a good story - How to get through to listeners - The advantages of storytelling through audio - Why we’re in the “Golden Hour” of Podcasts - Ira’s advice for advertisers

Your Audience Is Listening

Connect with an engaged network of over 120M* listeners through their love of music.

event

Pandora LIVE: Trap Karaoke

To kick off to the biggest week in music, Pandora provided over 1,000 Hip-Hop and R&B fans with an interactive live music event at Exchange LA. At this special event, we partnered with user-generated concert series, [TRAP Karaoke](https://trapkaraoke.com/) where fans took to the stage for their own live performances alongside [Flipp Dinero](https://www.pandora.com/artist/flipp-dinero/ARZwjhtw6Xd7zjc), [City Girls](https://www.pandora.com/artist/city-girls/ARq92XKJccv2ftK), [Ty Dolla $ign](https://www.pandora.com/artist/ty-dolla-sign/ARZl2pmprz6n939), [The-Dream](https://www.pandora.com/artist/the-dream-r-and-b/ARkrX7tqz2Xcrww), and [Soulja Boy](https://www.pandora.com/artist/soulja-boy/AR5nqnwVmrZVV2q)! ## Sponsors in the Spotlight Our sponsors were integral to this unforgettable event experience and contributed to the excitement of the night by providing fun and unique offerings. __Boost Mobile__ gave away branded phone chargers that allowed fans to capture amazing moments all night long. They also hosted a photo moment + sweepstakes where fans could flip a switch for a chance to win a variety of exciting prizes (including meet and greets with Flipp Dinero, a free year of Boost Mobile service, and a chance to flip a giant Boost switch onstage to start the show.) __Reese’s Puffs__ distributed branded PopSockets to fans, which were an absolute hit with everyone. Fans were also able to take photos in front of a colorful graffiti backdrop plus create their own uniquely designed hats at the Pandora branded black light hat dipping station. Who wouldn’t want to be a part of sharing a live experience with their favorite artists AND engaging with cool brand activations...for FREE? Now is your time to shine. How will your brand take the stage? Find out more about our experiential event offerings [here](https://www.pandoraforbrands.com/solution/experiential-sizzle). ![3813 TrapKaraoke postEvent r1 photos](//images.ctfassets.net/nh8g790vi8yy/6Cn6MHaDiAEcnfRBGI109b/fa88d8eb56e89b67090470cceeffec1a/3813_TrapKaraoke_postEvent_r1_photos.jpg)

article

The Impact of Black Influence on Culture and Advertising

African Americans are a cultural force in the U.S. The latest chart-topping hits, fashion trends, dance crazes, and product trends all bear the fingerprints of a culture that is rich, innovative and constantly tuned into what’s now, new and next. With a growing population of 46 million1 and a spending power of over $1.2 trillion dollars,2 African Americans are a considerable source of growth for many industries and brands. According to Nielsen, these consumers represent more than 50% of the overall spending in key product categories,2 and are therefore the key to winning the masses. ![3851 blackInfluence intro r1 70percent](//images.ctfassets.net/nh8g790vi8yy/3pXjxwoRws7zA6lmG1ELkh/0f2a9286ebfa002f3a99dfc069abace1/3851_blackInfluence_intro_r1_70percent.jpg) At Pandora, we have personally witnessed the impact Black consumers have on ad campaigns, especially if those campaigns accurately reflect the Black cultural experience in the U.S. Campaigns targeted to Black consumers guarantee reach against this influential audience and exceed engagement benchmarks by over 70%.3 Because of the immense, overwhelming power of Black consumers, we’ve joined forces with [Burrell Communications Group](https://www.burrell.com/) to shine a light on Black influence in music, advertising and popular culture. ![3851 blackInfluence intro r1 quote](//images.ctfassets.net/nh8g790vi8yy/38xPohrg8iVj8rfWMBgTrA/2979240015253ff5cc6b769fb8f5a924/3851_blackInfluence_intro_r1_quote.jpg) Our long-standing relationship with Burrell has led to the development of a joint quantitative and qualitative study on the influential power of African Americans and the role that music and culture play in their lives. Our goal is to not only demonstrate the value of engaging the African American segment, but to also give marketers the tools they need to connect with them in an authentic and effective way. We’ll be releasing findings from the study over the next five months through a variety of content that will help you as an advertiser better market to one of the most powerful segments in the country. You can look forward to insights like: What genre do Black listeners enjoy most and why? How do music preferences match consumer behavior? Which artist has the most persuasion power? What are best practices when creating a campaign targeting the African American market? Remember, your audience is listening—create powerful campaigns that truly make an impact. Are you currently building your Multicultural strategy? We can help! [Reach out to us today](https://www.pandoraforbrands.com/advertise). --- 1. U.S. Census Bureau 2. Nielsen, Black Impact: Consumer Categories Where African Americans Move Markets, February 2018 3. Pandora Internal Data *Burrell Communications Group is a full-service integrated marketing communications agency known for solid strategic approaches, rich targeted insights, creative astuteness and forward-thinking. For over forty years, we have used our deep understanding of emotion and culture to build brands by activating identity. We are excited to partner on this study with Pandora, as consumer insights rest at the core of everything we do.*

podcast

Episode 12: Storytelling with Ira Glass

In this episode of *The Power of Audio*, we sat down with the well-renowned storyteller: Ira Glass. Storytelling is a crucial component of any marketer’s arsenal. We were thrilled to sit down and gain insights from one of the most masterful storytellers of our time. Ira brought *This American Life* to the airwaves in 1995 and has been the show’s host ever since. He’s also one of the brains behind the hit podcast series Serial, which has had over 400 million downloads over three seasons. __Listen to learn:__ - What makes a good story - How to get through to listeners - The advantages of storytelling through audio - Why we’re in the “Golden Hour” of Podcasts - Ira’s advice for advertisers

#1 US Music Streaming Service*

No matter who you are, we all have one thing in common: an inherent desire for music. At home, in the car, or on the go, we take audio with us everywhere.

Capture the attention of your audience with a best-in-class product suite and advanced targeting capabilities. Our quality, brand-safe environment delivers ads to listeners when they’re ready to engage, allowing you to build personalized connections at scale.
Featured Product | Dynamic Audio

Reach Your Targets on Desktop & Mobile

Hyper-personalize your audio messages by leveraging rich listener data in real time. Intelligent ad technology optimizes various triggers such as location, weather, and time of day to serve the right message to the right listener at the right time. This custom audio execution allows your creative to scale to hundreds, thousands, and even millions of variations.

article

Zero in on the Right Choices for Audio Advertising

If you’re a small-business owner looking to add audio advertising to your arsenal of marketing tools, congratulations! You’ve taken the first step towards adding a powerful and persuasive medium to your marketing strategy. Audio’s ability to stir emotions, trigger memories, and move people into action makes it perfectly suited for all aspects of the day: from getting out the front door in the morning, surviving traffic, and enjoying family time back at home. After all, we’ve been living and breathing audio since first hearing our mother’s heartbeat before we were even born — and it’s why people now listen to four hours of audio per day.1 ![3821 SMB Broadcast localAudience r2 pull](//images.ctfassets.net/nh8g790vi8yy/48WXmu1M0vzgl5Jji2qenp/85c1b4bd9bf11833762add2716ccd616/3821_SMB_Broadcast_localAudience_r2_pull.jpg) AM/FM has been a companion to our lives for over a century. However, from an advertising perspective, not all audio impressions are the same. As a single-direction, one-to-many medium, there will always be doubt around the accuracy of the number of listeners, or if it's even the right audience hearing your ad. The good news is there are solid alternatives to broadcast audio. As an ad-supported streaming audio brand, Pandora serves your ad on a one-to-one basis and only to your designated listeners. The numbers are precise, the delivery is guaranteed, and the clean ad environment will make your ad “pop,” like the sound of hail on a corrugated metal rooftop. ## Three key comparison points between AM/FM and streaming audio advertising: __Campaign Frequency Matters: How Pandora Gets It Right__ Radio prides itself on a “93%” weekly reach. The problem is, a Super Bowl-sized ad budget couldn’t get you anywhere near that reach, and a realistic budget can only get you to a fraction of this population. Worse still, while your post-campaign wrap report might reflect an impressive “three-frequency,” that number is an average, and it’s likely that a lot of those listeners heard it nine times while a great number heard it only once. With Pandora, in markets both large and small, across the age spectrum, our audience is competitive with the top radio stations. Thanks to Pandora’s frequency caps, listeners are not served the same ad more than a specified number of times per hour, per day, and per week. Instead, your campaign impressions are spread across a greater number of listeners. __Pandora Connects Your Brand With the Right Audience__ Radio’s only targeting ability is based on a profile of listeners to a particular format. There’s nothing particularly wrong with that, but it’s not the most efficient way to address your potential customers. “Adult Contemporary” radio might be the most efficient way to reach women aged 25-54, but you then miss out on the many women in this age group who prefer Country, Classic Metal, or Delta Blues. On Pandora, your ad reaches your target audience regardless of their listening preference, and it doesn’t get served to people outside your desired audience. __Pandora’s Clean Ad Environment Guarantees Maximum Impact__ Next time you’re listening to the radio, try this exercise: count the number of ads in a break between music sets. In most large markets, you’ll find ad breaks can stretch to nine units in a row, with an ad break lasting up to eight minutes. Radio crams as many ads as possible into the fewest number of breaks as a programming strategy to inflate its quarter-hour ratings. This strategy certainly doesn’t benefit the listener and it doesn’t set up the ads for success either. We keep it simple: Pandora serves a maximum of two ads per break, and typically four minutes of ads per hour. With this considerably lighter ad load, your ad and your investment, are more likely to stand out and be heard. Here are some success stories of SMBs who’ve used ads on Pandora to further their business goals: - __Caro Smart Financial Solutions__ leveraged Pandora Mobile Audio to build brand awareness and drive downloads of their app. The campaign drove 7,000 member engagements and 2,500 app downloads — doubling campaign goals. - __Cleveland State University__ yielded 28% of its campaign inquiries from a Pandora Audio Everywhere campaign, which only accounted for 11% of its ad budget. - __Memorial Healthcare System__ opted for Pandora Audio Everywhere to target 40-55-year-olds to drive traffic to its online cardiac risk form. The campaign resulted in a 500% increase in mobile traffic to the form and 37,000 clicks among qualified targets. __MARKETER TAKEAWAYS__ As you research your audio marketing opportunities, consider these factors: • __Don’t be seduced by reach alone.__ Radio’s reach numbers may include incidental exposures to a radio, such as in a convenience store, for as little as five minutes. • __Look at the ratings.__ Average Quarter Hour rating takes both reach and time spent listening into account and is the accepted metric by which you can build your list of radio stations and streaming platforms. • __Do a thorough post-campaign analysis.__ When looking at your wrap reports, take a deep dive into your reach and frequency distributions to determine if your rating points (or impressions) went mostly to a station’s heavy listeners. As you consider an investment in audio advertising, we invite you to check out all of your options. Once you have, you’ll see that Pandora has the scale, superior targeting, and clean environment that will maximize your marketing investment. Want to learn more about The Power of Audio? Download our [2019 Definitive Guide to Audio](http://brands.pandora.com/WF-2018-10-1485-DefinitiveAudioGuide_landing.html?leadattribute=BL-2018-10-1566-2019DGA), or fill out [this form](https://www.pandoraforbrands.com/advertise) and a Pandora rep will get right back to you! --- 1. Edison Research Share of Ear Study, Q4 2018

podcast

Episode 11: What Does the Future Sound Like?

Advertise With Us

Get in touch