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The 2020 Definitive Guide to Audio

Discover what’s on the minds of top influencers in the advertising industry. Find out about Pandora’s latest audio creative experiments and get a sneak peek at top audio trends for the coming year.

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event

Pandora LIVE: Jon Pardi

Pandora LIVE concerts bring together award-winning artists and sponsor partners to create unforgettable experiences for fans. To celebrate country music - one of the top genres on Pandora - Pandora hosted superstar Jon Pardi, as well as RaeLynn and Dillon Carmichael at Buckhead Theatre in Atlanta, GA for an incredible FREE live concert experience. The event was extra special, seeing as Jon Pardi had two achievements to celebrate: the launch of his new album, and his billion-spin Pandora milestone! RaeLynn and Dillon Carmichael, both alums of Pandora’s Artists to Watch program, were the perfect complement to Pardi’s headlining set. The night was boosted by brands who created moments and memories for attendees. Leading up to the event, __Titlemax__ offered discount rideshare codes, allowing fans to save money on their trips to and from the show. Upon arrival, attendees were greeted by __Honda Powersports’s__ Talon, inviting fans to check out the off-road vehicle and providing a chance to get in the driver's seat. Fans commemorated the evening with a variety of engaging social photo opps. To bring to life __First Alert’s__ fire safety products in compelling way, Pandora refurbished a vintage fire truck where fans could get inside and snap a photo with the hot First Alert fire safety team. __Jersey Mike’s__ offered fans a chance to hang out on a giant-sized ‘sub sandwich’ couch, complete with oversized toppings as props. Kingsford offered another Insta-worthy opportunity where fans could sit at the __Kingsford__ inspired “PEACE, LOVE, ROCK ‘N GRILL’” drum set & rock out! They also distributed branded trucker hats for fans to wear during the performances and take home after the event. To drive social sharing around their brand hashtag, the evening’s presenting sponsor, __US Bank__, hooked fans up with front row access in exchange for posting on their social media accounts. Between Raelynn and Jon Pardi’s sets, US Bank surprised two Jon Pardi superfans by calling them up on stage to receive a guitar signed by Jon Pardi! US Bank also gifted fans branded headphones so they could rock out to their favorite country music stations on Pandora long after the show. Fans were encouraged to try several new products, thanks to our sponsors. __Tastykake__ passed out complimentary samples of their donuts and cookie sandwiches. __Purex__ provided fans with a branded mesh laundry bag and detergent samples to use after the event. Concert-goers also received numerous treats from __Shipt__, including a stadium regulated tote bag - perfect for football season and beyond. Every guest left the night with new brand experiences, cute keepsakes, and amazing memories of the artists’ performances. Find out how your brand can get involved with these experiential offerings [here!](https://www.pandoraforbrands.com/solution/experiential-sizzle) ![4474 JonPardi-EventRecap-Blog image3](//images.ctfassets.net/nh8g790vi8yy/3326miu6IoBzCagPTMKdim/5ad7dc1b7bafec75f6ec371d63636c2f/4474_JonPardi-EventRecap-Blog_image3.jpg)

article

Five Things You'll Learn from The 2020 Definitive Guide to Audio

The [Definitive Guide to Audio](https://pdora.co/2kVkqyI) is Pandora’s annual flagship advertising report of the ever-evolving audio landscape. Each year’s guide contains vision and insights from industry experts in advertising on new and useful trends in audio, creative strategy, and so much more. The 2020 Definitive Guide to Audio is hot off the press and [ready to download](https://pdora.co/2kVkqyI). It’s a quick, engaging read—try it over tomorrow’s morning coffee—and to give you a taste of what’s inside, here are five key takeaways from the guide: 1. __A Third of our Waking Hours!__ For years we’ve cited research showing that Americans spend four hours per day with audio, on average. But here’s a twist: people who use digital audio spend one additional hour per day with audio. These five hours constitute nearly a third of our waking hours. 2. __Digital Dominates.__ As you might guess from the previous point, digital is quickly tipping the scales of the listening space. AM/FM still has a major presence in the landscape, but it’s no longer the dominant presence it was a few years ago. Among 18-54-year-old adults, the percentage of digital time spent (including streaming, podcasts, and satellite radio) has spiked from 38% in 2014 to 52% in 2019. ![4406 dga launch blog R1 chart soe](//images.ctfassets.net/nh8g790vi8yy/5iLoqwA4b8AuDi14Ape7FB/8074b7c2c4973b1aa05d772d8fff8421/4406_dga_launch_blog_R1_chart_soe.jpg) 3. __Hats Off to Media Planning.__ Our panel of media experts is seeing a change in trends as digital takes over. There was a time when most creative energy was devoted to ads themselves, but now, planning, targeting, and segmentation yields the greatest efficiency and results. Media planners are now seeing this actually directing their creative executions. 4. __Say It In Six Seconds.__ Shorts ads are all the rage these days, but do they work? Surveys say yes, particularly for established brands. We did extensive experiments for creative ads in the guide—check out Chapter 2 to see the results. ![4406 dga launch blog R1 quote](//images.ctfassets.net/nh8g790vi8yy/v3Qt5Gid5pDWQds3CGned/7cec3df2e882ca969ed6daf2b6b3733c/4406_dga_launch_blog_R1_quote.jpg) 5. __Cultivate Cultures.__ This year’s guide lists six trends that will impact audio and marketing in 2020, the first of which we call “Culture Club.” Think of culture not just as an ethnic background but also about behaviors and rituals. As one expert suggested, “be a brand that creates, continues, or advances a culture.” There’s so much more in the 2020 Definitive Guide, so go ahead and follow the link, explore the [multimedia experience](http://bit.ly/2lL47oD) (brand new this year!), and then [download the Guide](https://pdora.co/2kVkqyI). As we move forward into the future, audio continues to be paramount for communicating with your customers. [This Guide provides the strategy, tips, and insights to get you there.](https://pdora.co/2kVkqyI)

podcast

Episode 17: The Audio Renaissance - The 2020 Definitive Guide to Audio Edition

Part 2 of the 2020 Definitive Guide to Audio podcast series is here! Pandora spoke with Sarah Stringer, SVP Head of Innovation at Carat. Listen to find out how to build innovation into your brand's routine, Sarah's take on the role of audio in society today, and how to get the edge over competitors by taking more risks. Download the full Definitive Guide to Audio [here](http://brands.pandora.com/WF-2019-09-DefinitiveGuidetoAudio_landing.html) or [explore the digital tour](https://dga.pandoraforbrands.com/p/1).

Your Audience Is Listening

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

event

Pandora LIVE: Jon Pardi

Pandora LIVE concerts bring together award-winning artists and sponsor partners to create unforgettable experiences for fans. To celebrate country music - one of the top genres on Pandora - Pandora hosted superstar Jon Pardi, as well as RaeLynn and Dillon Carmichael at Buckhead Theatre in Atlanta, GA for an incredible FREE live concert experience. The event was extra special, seeing as Jon Pardi had two achievements to celebrate: the launch of his new album, and his billion-spin Pandora milestone! RaeLynn and Dillon Carmichael, both alums of Pandora’s Artists to Watch program, were the perfect complement to Pardi’s headlining set. The night was boosted by brands who created moments and memories for attendees. Leading up to the event, __Titlemax__ offered discount rideshare codes, allowing fans to save money on their trips to and from the show. Upon arrival, attendees were greeted by __Honda Powersports’s__ Talon, inviting fans to check out the off-road vehicle and providing a chance to get in the driver's seat. Fans commemorated the evening with a variety of engaging social photo opps. To bring to life __First Alert’s__ fire safety products in compelling way, Pandora refurbished a vintage fire truck where fans could get inside and snap a photo with the hot First Alert fire safety team. __Jersey Mike’s__ offered fans a chance to hang out on a giant-sized ‘sub sandwich’ couch, complete with oversized toppings as props. Kingsford offered another Insta-worthy opportunity where fans could sit at the __Kingsford__ inspired “PEACE, LOVE, ROCK ‘N GRILL’” drum set & rock out! They also distributed branded trucker hats for fans to wear during the performances and take home after the event. To drive social sharing around their brand hashtag, the evening’s presenting sponsor, __US Bank__, hooked fans up with front row access in exchange for posting on their social media accounts. Between Raelynn and Jon Pardi’s sets, US Bank surprised two Jon Pardi superfans by calling them up on stage to receive a guitar signed by Jon Pardi! US Bank also gifted fans branded headphones so they could rock out to their favorite country music stations on Pandora long after the show. Fans were encouraged to try several new products, thanks to our sponsors. __Tastykake__ passed out complimentary samples of their donuts and cookie sandwiches. __Purex__ provided fans with a branded mesh laundry bag and detergent samples to use after the event. Concert-goers also received numerous treats from __Shipt__, including a stadium regulated tote bag - perfect for football season and beyond. Every guest left the night with new brand experiences, cute keepsakes, and amazing memories of the artists’ performances. Find out how your brand can get involved with these experiential offerings [here!](https://www.pandoraforbrands.com/solution/experiential-sizzle) ![4474 JonPardi-EventRecap-Blog image3](//images.ctfassets.net/nh8g790vi8yy/3326miu6IoBzCagPTMKdim/5ad7dc1b7bafec75f6ec371d63636c2f/4474_JonPardi-EventRecap-Blog_image3.jpg)

article

Five Things You'll Learn from The 2020 Definitive Guide to Audio

The [Definitive Guide to Audio](https://pdora.co/2kVkqyI) is Pandora’s annual flagship advertising report of the ever-evolving audio landscape. Each year’s guide contains vision and insights from industry experts in advertising on new and useful trends in audio, creative strategy, and so much more. The 2020 Definitive Guide to Audio is hot off the press and [ready to download](https://pdora.co/2kVkqyI). It’s a quick, engaging read—try it over tomorrow’s morning coffee—and to give you a taste of what’s inside, here are five key takeaways from the guide: 1. __A Third of our Waking Hours!__ For years we’ve cited research showing that Americans spend four hours per day with audio, on average. But here’s a twist: people who use digital audio spend one additional hour per day with audio. These five hours constitute nearly a third of our waking hours. 2. __Digital Dominates.__ As you might guess from the previous point, digital is quickly tipping the scales of the listening space. AM/FM still has a major presence in the landscape, but it’s no longer the dominant presence it was a few years ago. Among 18-54-year-old adults, the percentage of digital time spent (including streaming, podcasts, and satellite radio) has spiked from 38% in 2014 to 52% in 2019. ![4406 dga launch blog R1 chart soe](//images.ctfassets.net/nh8g790vi8yy/5iLoqwA4b8AuDi14Ape7FB/8074b7c2c4973b1aa05d772d8fff8421/4406_dga_launch_blog_R1_chart_soe.jpg) 3. __Hats Off to Media Planning.__ Our panel of media experts is seeing a change in trends as digital takes over. There was a time when most creative energy was devoted to ads themselves, but now, planning, targeting, and segmentation yields the greatest efficiency and results. Media planners are now seeing this actually directing their creative executions. 4. __Say It In Six Seconds.__ Shorts ads are all the rage these days, but do they work? Surveys say yes, particularly for established brands. We did extensive experiments for creative ads in the guide—check out Chapter 2 to see the results. ![4406 dga launch blog R1 quote](//images.ctfassets.net/nh8g790vi8yy/v3Qt5Gid5pDWQds3CGned/7cec3df2e882ca969ed6daf2b6b3733c/4406_dga_launch_blog_R1_quote.jpg) 5. __Cultivate Cultures.__ This year’s guide lists six trends that will impact audio and marketing in 2020, the first of which we call “Culture Club.” Think of culture not just as an ethnic background but also about behaviors and rituals. As one expert suggested, “be a brand that creates, continues, or advances a culture.” There’s so much more in the 2020 Definitive Guide, so go ahead and follow the link, explore the [multimedia experience](http://bit.ly/2lL47oD) (brand new this year!), and then [download the Guide](https://pdora.co/2kVkqyI). As we move forward into the future, audio continues to be paramount for communicating with your customers. [This Guide provides the strategy, tips, and insights to get you there.](https://pdora.co/2kVkqyI)

podcast

Episode 17: The Audio Renaissance - The 2020 Definitive Guide to Audio Edition

Part 2 of the 2020 Definitive Guide to Audio podcast series is here! Pandora spoke with Sarah Stringer, SVP Head of Innovation at Carat. Listen to find out how to build innovation into your brand's routine, Sarah's take on the role of audio in society today, and how to get the edge over competitors by taking more risks. Download the full Definitive Guide to Audio [here](http://brands.pandora.com/WF-2019-09-DefinitiveGuidetoAudio_landing.html) or [explore the digital tour](https://dga.pandoraforbrands.com/p/1).

#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

Unleash the Power of Music to Win Today’s Teens

Teens: Today’s Chief Household Influencers

While marketers have been preoccupied with satisfying the needs of millennials, another demographic group with enormous spending power and influence is nipping at their heels: teenagers.

For perspective, there are about 25 million teens in the United States. This group is also part of the larger Generation Z demographic—those born between 1996 and 2015.1

Who’s the boss in the household when it comes to purchasing? Well, the truth is probably not who you think it is. It’s teens. Known as the household’s chief influencers, teens’ status as digital natives gives them significant authority in household spending decisions across categories including food and beverages, household goods, electronics, and even the next family vacation.

We also know teens are an elusive demo that is hard to reach. They quickly shift brand loyalties and adopt new technologies, which often change their consumption habits. But the one constant is the passionate relationship teens have with music—it’s the soundtrack to their regularly changing lives.

That’s where we come in.

A way to a teen’s heart is through their ears

Music is the #1 passion point among teens with 95% of them spending over 34.5 hours per week listening to their favorite music. Nearly two-thirds of teens say listening to music is the top activity (62%) above other activities competing for their time and attention, including Video Gaming (39%), Watching Movies (35%), and even tuning into TV (25%).2

Music is a form of both self-discovery and self-expression. Teenagers of every generation have found the appeal in the emotional impact that music has on them. In a recent Pandora Teen User Study3, we asked teens to share with us the effect of music has on them:

4056 TeenBlog percentages

Streaming is the #1 source for new music discovery

And while youth audiences listen to music through a variety of platforms, teens are investing the most time on streaming services to listen and discover new music. In fact, two-thirds of teens say streaming services make it super easy to find new artists and music, making it their #1 source for new music discovery.2

A winning combination to reach teens: Pandora + SoundCloud

Pandora + SoundCloud together is the top music streaming destination among teens, helping them to discover the latest and greatest in today’s new artists and music.

4056 TeenBlog piechart

Combining this with our 90% addressable audience, Pandora + SoundCloud is the best way to reach influential teens at scale. #YourAudienceIsListening and if you play it right, you can inspire lifelong customer loyalty—which is why it’s crucial to reach them now.

Learn more about our Audience Solutions and how #YourAudienceIsListening here.


1 eMarketer, Who’s the Boss? Teens Influence on Household Spending, 2018
2 2018 Nielsen 360 Music Report
3 Pandora Teen User Study, P13-17
4 (Image) comScore, Mobile Metrix, P13-17, January 2018

podcast

Episode 16: What's the Buzz with Digital Audio? The 2020 DGA Edition

article

Pandora LIVE: <br>Jonas Brothers

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](https://www.pandoraforbrands.com/solution/experiential-sizzle)! ![4306 Jonas-Brothers-Blog image](//images.ctfassets.net/nh8g790vi8yy/1vCgMALafuaM1xw9RG1fCa/db39055f864c3657bebf249697ac1c95/4306_Jonas-Brothers-Blog_image.jpg)

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*Source: comScore December 2018, Total Audience (A13+ on Mobile)