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Pandora LIVE: Halsey

A rainy night in Brooklyn didn’t dampen enthusiasm for Halsey! The star performed at Pandora's end of the year concert for over 1,700 excited fans at Brooklyn, New York’s Great Hall at Avant Gardner. The Grammy-nominated, multi-platinum singer wowed the crowd with select songs from her upcoming album Manic, performed live for the first time ever, as well as classic hits such as “Without Me” and “Walls Could Talk.” The entertainment didn’t stop there though—the set was live streamed for crowds on a jumbotron in the heart of Times Square at Pandora’s very first silent disco! Over 500 dedicated fans and passerbys enjoyed the free concert. Fans at The Great Hall were treated to a one-of-a-kind event that included experiential activations that filled the industrial venue. Sponsors included __Wendy’s®__, who treated the crowd to free Spicy Chicken Nuggets and Frosties. Tons of excited fans gathered outside of the brand’s food truck to snag some bites for the show. __Wendy’s®__ also rewarded select fans who engaged with the brand on social media with front row access to see Halsey up close and personal. Swag poured in thanks to returning sponsor __Spectrum__, who gave fans the chance to create customizable dip-dyed hats and show them off in a glow-in-the-dark GIF booth. __Burt’s Bees®__ showcased their nature-inspired Lip Butter collection with the help of social media influencer @Weylie and helped fans celebrate the night with a create-your-own flower crown station. __Bonobos__’ unique photo experience gave fans the chance to take photos and get exclusive coupons just in time for the holidays and __Tostitos__ awarded the first fan in line—who camped out for two days—a $500 airline voucher! The brand rewarded everyone with a treat by passing out their Salsa Verde Chips to the crowd. __MINDBODY__, __Stop & Shop__, and __Kit Kat__ all handed out more swag and treats, making sure no fan went home empty-handed. Guests left the evening full of Halsey’s beats, free swag items and food, and lasting memories. Creating unforgettable experiences is just one of the ways Pandora helps advertisers connect with listeners. Find out more and how to get your brand in on the experience [here!](https://www.pandoraforbrands.com/solution/experiential-sizzle) ![4648 HalseyLIVEevent Blog image](//images.ctfassets.net/nh8g790vi8yy/2xbW8BHVDFrAx0hJMzZObJ/787e85e524a3125dae0bdf1a7cce93d1/4648_HalseyLIVEevent_Blog_image.jpg)

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New Innovation in Audio Measurement: Introducing Test & Tune

Demand and innovation within the streaming audio space is at an high, so ensuring creative is working as hard as possible is top-of-mind for many advertisers today. While the industry has come up the curve in recent years when it comes to measurement - robust performance analysis now exists - there is a lack of available quick signals and insights that can help explain if a campaign may or may not be resonating. Are listeners correctly associating your value proposition back to your brand? Is the creative memorable but your brand name isn’t breaking through? Are you doing the most with a format that does not have a visual aide that has been the norm for so long? With the recent launches of Pandora’s Studio Resonate and the Insights Lab, we want to better understand the relationship between creative and its impact on effectiveness and develop signals for advertisers to inform creative optimization decisions. To improve insights around audio strategies, we’re excited to announce our beta launch of Test & Tune, our new suite of measurement capabilities for advertisers. We’ve been working for over three years to create and operationalize an experimental design methodology that meets the rigor of industry-leading data scientists. Our vision is to turn the keys over to advertisers and start understanding how their audio advertising resonates with audiences. ## What is Test & Tune? Test & Tune is our control testing capability to support brand sentiment and sales lift questions on our platform. Born from the Insights Lab, the Test & Tune methodology is to understand causal effects and our proprietary ‘ghost ad’ methodology was evaluated and has met Kantar’s methodological and statistical requirements for an experimental design measurement framework. ## How is the methodology different from other studies out there? Whereas the industry largely leverages observational methodology and correlation, Test & Tune carves out a randomized portion of a brand’s targeted audience to be the control group, made up of listeners who are not exposed to a brand’s audio ads. For those in the control group who would have received the audio ad, we simply record a “ghost” impression. This enables us to identify incrementality: the causal effects of advertising to those who heard a brand’s ad versus those who would have heard the ad. ## What are the measurement optionswithin the Test & Tune suite? - __Pandora Surveys (Beta):__ Curious about ad recall, message association, or creative memorability? Pandora Surveys enables advertisers to ask questions that provide actionable insights and learnings. - __Sales Lift:__ For advertisers interested in incremental impact to sales lift, Pandora has entered into an agreement with a credit card data provider, representing the majority of the commerce population. - __More to come:__ Test & Tune is an evolving suite of measurement options built on an experimental design platform. We expect to be rolling out more opportunities to measure, including creative split testing, client-side tags, and other data sources. We’re excited for the advancements in audio measurement and the insights that advertisers can uncover to inform their audio creative strategy. Come Test & Tune your next campaign with Pandora.

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Making it Memorable: The Use of Music In 9 Unforgettable Ads

Imagine watching a commercial with no sound—weird, right? Most likely, you would quickly lose interest, and the ad would have little to no impact on you. Brands who want to truly connect to their audience and add a head-turning element to their commercial do so with music. To celebrate the power of music in advertisements, we’re sharing a few of our favorites over the years. The below brands utilized music to elevate their message, create a story, and evoke feeling in viewers that can’t be done through visual. And unsurprisingly, these commercials have such an impact, they often catapult songs and artists onto the top of the charts. [__1234 by Feist, Apple__](https://www.youtube.com/watch?v=sijSh4tMPVg) Put on this song and Apple immediately comes to mind—a perfect example of the vast, long-lasting effects the perfect song can have on a brand. Ten years later, Feist’s hit is still associated with the colorful iPod Nano line, it’s whimsical sound perfectly matching the bright, eye-catching colors in the music video. [__Only Time by Enya, Volvo__](https://www.youtube.com/watch?v=M7FIvfx5J10) Now, Volvo could have gone a multitude of different ways with this, but they very purposely—and somewhat surprisingly to the viewer—chose the fantastical Only Time by Enya. The brilliant selection pairs perfectly with the gravity of the stunt (“the epic split”) pulled by the one and only Jean-Claude Van Damme, but also adds a bit of contradictory humor to the situation. [__New Soul by Yael Naim, Apple__](https://www.youtube.com/watch?v=E98Eyl5Et0w) Apple does it again! Steve Jobs hand-picked the happy-go-lucky tune by French-Israeli singer-songwriter Yael Naim himself for the launch of the new MacBook. The release launched the song into popularity, as well as reinforced the brand’s fun and creative personality. [__My Body by Young the Giant, Mountain Dew__](https://www.youtube.com/watch?v=CQbIhWlkofA) Um, wtf? Who came up with the idea for someone to collide with a giant balloon of soda? Mountain Dew, of course. In a totally on-brand move, Mountain Dew creates an unforgettable moment by pairing an incredible stunt with an adventurous Indie Rock song. The song choice helped echo the extreme nature of the ad and solidify the soft drink’s messaging. [__Water Me by Lizzo, Walmart__](https://www.ispot.tv/ad/Zd1P/walmart-black-friday-place-to-shop-song-by-lizzo) Black Friday has never felt so cool. You can’t help but bob your head to Lizzo’s 2017 track as shoppers confidently march through Walmart grabbing the latest deals. While Black Friday in-store shopping can be somewhat—uh, dreadful—the Walmart + Lizzo combo makes this day feel like a party while highlighting the best deals and dance moves. [__We Are Young by Fun, Chevrolet__](https://www.youtube.com/watch?v=7vrorg79aNM) “Real stunts—do not attempt.” → immediately pays attention to commercial. The wild stunts performed by the new Chevy Sonic needed an iconic soundtrack, which is why Chevrolet turned to chart topper We Are Young. At the time, the song was adored universally in dance clubs, workouts, and homes across the nation—so why not add aerial car antics to the list! [__Are You Gonna Be my Girl by Jet, Apple__](https://www.youtube.com/watch?v=TaVFCdwT0hk) An oldie but goodie. Apple has a knack for choosing songs that align with the feeling they want their ads to create—just try watching this ad and see if you don’t want to dust off that old iPod and dance by the end. [__Daylight by Matt and Kim, Bacardi__](https://www.youtube.com/watch?v=Lqol0eM39SU) Bacardi created a mini-film within this commercial, inspiring nostalgia with an eye-catching time-traveling sequence. The upbeat, joyous tune carries the listener through different generations—solidifying that no matter the decade, Bacardi liquor is the go-to party starter. [__5 Years Time by Noah and the Whale, Sun Chips__](https://www.youtube.com/watch?v=RmRkbY5d-z8) When Sun Chips repositioned as a healthy, whole grain option for snacks, their commercials began to reflect this mission as well. The bright, airy, outdoorsy video matches the tone of 5 Years Time and creates a picture of wellness. __Bringing Background Music to the Forefront__ Music in advertising is often taken for granted, but these examples prove the power of a carefully placed song to create stories that resonate. We can help your message resonate with custom audio targeted to your best audience.

Your Audience Is Listening

Connect with an engaged network of over 118M* listeners through their love of music.

event

Pandora LIVE: Halsey

A rainy night in Brooklyn didn’t dampen enthusiasm for Halsey! The star performed at Pandora's end of the year concert for over 1,700 excited fans at Brooklyn, New York’s Great Hall at Avant Gardner. The Grammy-nominated, multi-platinum singer wowed the crowd with select songs from her upcoming album Manic, performed live for the first time ever, as well as classic hits such as “Without Me” and “Walls Could Talk.” The entertainment didn’t stop there though—the set was live streamed for crowds on a jumbotron in the heart of Times Square at Pandora’s very first silent disco! Over 500 dedicated fans and passerbys enjoyed the free concert. Fans at The Great Hall were treated to a one-of-a-kind event that included experiential activations that filled the industrial venue. Sponsors included __Wendy’s®__, who treated the crowd to free Spicy Chicken Nuggets and Frosties. Tons of excited fans gathered outside of the brand’s food truck to snag some bites for the show. __Wendy’s®__ also rewarded select fans who engaged with the brand on social media with front row access to see Halsey up close and personal. Swag poured in thanks to returning sponsor __Spectrum__, who gave fans the chance to create customizable dip-dyed hats and show them off in a glow-in-the-dark GIF booth. __Burt’s Bees®__ showcased their nature-inspired Lip Butter collection with the help of social media influencer @Weylie and helped fans celebrate the night with a create-your-own flower crown station. __Bonobos__’ unique photo experience gave fans the chance to take photos and get exclusive coupons just in time for the holidays and __Tostitos__ awarded the first fan in line—who camped out for two days—a $500 airline voucher! The brand rewarded everyone with a treat by passing out their Salsa Verde Chips to the crowd. __MINDBODY__, __Stop & Shop__, and __Kit Kat__ all handed out more swag and treats, making sure no fan went home empty-handed. Guests left the evening full of Halsey’s beats, free swag items and food, and lasting memories. Creating unforgettable experiences is just one of the ways Pandora helps advertisers connect with listeners. Find out more and how to get your brand in on the experience [here!](https://www.pandoraforbrands.com/solution/experiential-sizzle) ![4648 HalseyLIVEevent Blog image](//images.ctfassets.net/nh8g790vi8yy/2xbW8BHVDFrAx0hJMzZObJ/787e85e524a3125dae0bdf1a7cce93d1/4648_HalseyLIVEevent_Blog_image.jpg)

article

New Innovation in Audio Measurement: Introducing Test & Tune

Demand and innovation within the streaming audio space is at an high, so ensuring creative is working as hard as possible is top-of-mind for many advertisers today. While the industry has come up the curve in recent years when it comes to measurement - robust performance analysis now exists - there is a lack of available quick signals and insights that can help explain if a campaign may or may not be resonating. Are listeners correctly associating your value proposition back to your brand? Is the creative memorable but your brand name isn’t breaking through? Are you doing the most with a format that does not have a visual aide that has been the norm for so long? With the recent launches of Pandora’s Studio Resonate and the Insights Lab, we want to better understand the relationship between creative and its impact on effectiveness and develop signals for advertisers to inform creative optimization decisions. To improve insights around audio strategies, we’re excited to announce our beta launch of Test & Tune, our new suite of measurement capabilities for advertisers. We’ve been working for over three years to create and operationalize an experimental design methodology that meets the rigor of industry-leading data scientists. Our vision is to turn the keys over to advertisers and start understanding how their audio advertising resonates with audiences. ## What is Test & Tune? Test & Tune is our control testing capability to support brand sentiment and sales lift questions on our platform. Born from the Insights Lab, the Test & Tune methodology is to understand causal effects and our proprietary ‘ghost ad’ methodology was evaluated and has met Kantar’s methodological and statistical requirements for an experimental design measurement framework. ## How is the methodology different from other studies out there? Whereas the industry largely leverages observational methodology and correlation, Test & Tune carves out a randomized portion of a brand’s targeted audience to be the control group, made up of listeners who are not exposed to a brand’s audio ads. For those in the control group who would have received the audio ad, we simply record a “ghost” impression. This enables us to identify incrementality: the causal effects of advertising to those who heard a brand’s ad versus those who would have heard the ad. ## What are the measurement optionswithin the Test & Tune suite? - __Pandora Surveys (Beta):__ Curious about ad recall, message association, or creative memorability? Pandora Surveys enables advertisers to ask questions that provide actionable insights and learnings. - __Sales Lift:__ For advertisers interested in incremental impact to sales lift, Pandora has entered into an agreement with a credit card data provider, representing the majority of the commerce population. - __More to come:__ Test & Tune is an evolving suite of measurement options built on an experimental design platform. We expect to be rolling out more opportunities to measure, including creative split testing, client-side tags, and other data sources. We’re excited for the advancements in audio measurement and the insights that advertisers can uncover to inform their audio creative strategy. Come Test & Tune your next campaign with Pandora.

article

Making it Memorable: The Use of Music In 9 Unforgettable Ads

Imagine watching a commercial with no sound—weird, right? Most likely, you would quickly lose interest, and the ad would have little to no impact on you. Brands who want to truly connect to their audience and add a head-turning element to their commercial do so with music. To celebrate the power of music in advertisements, we’re sharing a few of our favorites over the years. The below brands utilized music to elevate their message, create a story, and evoke feeling in viewers that can’t be done through visual. And unsurprisingly, these commercials have such an impact, they often catapult songs and artists onto the top of the charts. [__1234 by Feist, Apple__](https://www.youtube.com/watch?v=sijSh4tMPVg) Put on this song and Apple immediately comes to mind—a perfect example of the vast, long-lasting effects the perfect song can have on a brand. Ten years later, Feist’s hit is still associated with the colorful iPod Nano line, it’s whimsical sound perfectly matching the bright, eye-catching colors in the music video. [__Only Time by Enya, Volvo__](https://www.youtube.com/watch?v=M7FIvfx5J10) Now, Volvo could have gone a multitude of different ways with this, but they very purposely—and somewhat surprisingly to the viewer—chose the fantastical Only Time by Enya. The brilliant selection pairs perfectly with the gravity of the stunt (“the epic split”) pulled by the one and only Jean-Claude Van Damme, but also adds a bit of contradictory humor to the situation. [__New Soul by Yael Naim, Apple__](https://www.youtube.com/watch?v=E98Eyl5Et0w) Apple does it again! Steve Jobs hand-picked the happy-go-lucky tune by French-Israeli singer-songwriter Yael Naim himself for the launch of the new MacBook. The release launched the song into popularity, as well as reinforced the brand’s fun and creative personality. [__My Body by Young the Giant, Mountain Dew__](https://www.youtube.com/watch?v=CQbIhWlkofA) Um, wtf? Who came up with the idea for someone to collide with a giant balloon of soda? Mountain Dew, of course. In a totally on-brand move, Mountain Dew creates an unforgettable moment by pairing an incredible stunt with an adventurous Indie Rock song. The song choice helped echo the extreme nature of the ad and solidify the soft drink’s messaging. [__Water Me by Lizzo, Walmart__](https://www.ispot.tv/ad/Zd1P/walmart-black-friday-place-to-shop-song-by-lizzo) Black Friday has never felt so cool. You can’t help but bob your head to Lizzo’s 2017 track as shoppers confidently march through Walmart grabbing the latest deals. While Black Friday in-store shopping can be somewhat—uh, dreadful—the Walmart + Lizzo combo makes this day feel like a party while highlighting the best deals and dance moves. [__We Are Young by Fun, Chevrolet__](https://www.youtube.com/watch?v=7vrorg79aNM) “Real stunts—do not attempt.” → immediately pays attention to commercial. The wild stunts performed by the new Chevy Sonic needed an iconic soundtrack, which is why Chevrolet turned to chart topper We Are Young. At the time, the song was adored universally in dance clubs, workouts, and homes across the nation—so why not add aerial car antics to the list! [__Are You Gonna Be my Girl by Jet, Apple__](https://www.youtube.com/watch?v=TaVFCdwT0hk) An oldie but goodie. Apple has a knack for choosing songs that align with the feeling they want their ads to create—just try watching this ad and see if you don’t want to dust off that old iPod and dance by the end. [__Daylight by Matt and Kim, Bacardi__](https://www.youtube.com/watch?v=Lqol0eM39SU) Bacardi created a mini-film within this commercial, inspiring nostalgia with an eye-catching time-traveling sequence. The upbeat, joyous tune carries the listener through different generations—solidifying that no matter the decade, Bacardi liquor is the go-to party starter. [__5 Years Time by Noah and the Whale, Sun Chips__](https://www.youtube.com/watch?v=RmRkbY5d-z8) When Sun Chips repositioned as a healthy, whole grain option for snacks, their commercials began to reflect this mission as well. The bright, airy, outdoorsy video matches the tone of 5 Years Time and creates a picture of wellness. __Bringing Background Music to the Forefront__ Music in advertising is often taken for granted, but these examples prove the power of a carefully placed song to create stories that resonate. We can help your message resonate with custom audio targeted to your best audience.

#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.
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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.

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Pandora’s Local 20 for 2020: Unique Local Insights for Your Unique Local Audience

Our insights go beyond standard demographics and paint an intimate portrait of a market and it’s listeners. Since no two markets are the same, understanding the contextual affinities and nuances of each is key to connecting with listeners in a mindset that matters.

localAudiences Infographic v4

Get in touch with us today.


  1. Pandora Internal Metrics Dec. 2019
  2. Simmons Research, Local Market Studies, Spring 2019
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Pandora LIVE: Jonas Brothers

This year, to the excitement of fans everywhere, Kevin, Nick, and Joe Jonas have returned to music – and the stage. Between performances on their epic comeback and Happiness Begins arena world tour, the talented trio of brothers performed an exclusive concert at Pandora LIVE. The show drew massive crowds of Jonas Brothers devotees and Sirius XM Pandora listeners. Fans started lining up around six blocks at 3 AM, having made the trek to the iconic Webster Hall in New York from places as far as London, Chile and Singapore. Attendees were eager to enjoy the once-in-a-lifetime performance from the brothers, check out emerging singer and event opener Ava Max, and experience the multi-level interactive event featuring unique experiences and giveaways. The night of upbeat tunes and unforgettable memories was enhanced by lively activations by sponsors. Here’s how they made impressions on audience members:

Fans were entertained from the first moment they arrived: Discover rolled out an “orange carpet,” to welcome fans to the event, and gifted them with branded Discover glow sticks and fanny packs. While fans were waiting in line, local singer Scott Martin performed covers of popular songs, getting everyone hyped for the concert. Once fans entered the venue, they snapped pictures on the Discover branded step-and-repeat and shared their photos with their social followers.

A returning sponsor, Spectrum created another lasting impression on fans: a hat painting station, and black light gif photo booth. Fans selected from paint options to marble Spectrum branded hats, and then took photos with multiple props to commemorate their experience.

To promote their #NatureReset promotion, St. Ives gave fans a “boost of happy” with their nature-like setting and new line of mood boosting Face Mists. The misting lounge was filled with lush greenery and fruit infused water, allowing fans to relax and recharge. Fans took photos throughout the instagrammable space to share on their social media pages and sampled the Face Mists.

To relaunch their timeless jingle, “What would you do for a Klondike bar?” to the Millennial generation, Klondike hosted a special photo booth with fun backdrop visuals that incorporated their iconic polar bear. After their photo shoot, fans posted their pictures to their social media pages. Social influencer Denzel Dion, was on the scene to provide his 2M social followers with a behind-the-scenes look into Klondike’s activation. And the cherry on top? Free ice cream samples were distributed to all guests!

Hinge hooked fans up with an exclusive front row view of the show. Select fans who shared the dating app’s tagline – #designedtobedeleted – on their social pages were ushered into a premiere section near the stage to watch the Jonas Brothers up close and personal. These fans were also able to charge their phones at Hinge branded charging stations, so they could post about the event all night long!

The beauty and wellness offerings were continued by Pantene. The brand passed out holographic makeup bags and samples of Pantene Intense Rescue Shots. Fans received cool keepsakes to use in the future and inspire their continued use of Pantene products.

Much to the delight of the audience, the Jonas Brothers performed crowd favorites like “Love Bug” and “Year 3000,” as well as remixed versions of their solo projects, and new hits like “Sucker.” Fans left their night with multiple memories, souvenirs, and several songs stuck in their heads. Find out how you can get involved with these experiential offerings for your brand here!

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*Comscore Media Metrix, September 2019, Total Audience (P13+ on mobile)