Turn It Up!
The 2019 Definitive
Guide to Audio

It's a new era—don't get left behind. Read our guide and discover the biggest audio trends for 2019.

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event

Beyond 2018 with Cardi B

Beyond 2018, Beyond Successful! Pandora threw one of the biggest parties of the year this past week in New York City’s Terminal 5. *Pandora Presents: Beyond 2018* drew over 1,600 music-lovers from across the city to the three-level industrial venue to see their favorite Hip-Hop, R&B, and Pop artists perform, including DJ Big Ben, DaniLeigh, Julia Michaels, and the one and only Cardi B. *Beyond 2018* sponsors turned the New York venue into an ultimate experience with one-of-a-kind activations ranging from enhanced photo booths, to VIP lounges, to a live graffiti wall. Sponsors included Clorox, Glade, Lane Bryant, Mattress Firm, Shutterfly, Spectrum, Tony Chachere’s, Ulta Beauty, and the D Las Vegas. ![3628 beyond2018 postEvent r1 auote](//images.ctfassets.net/nh8g790vi8yy/2Mtx0nMMPCuiAUWIwUsCio/7c6a9ab30d07c4db978675ae675de2ce/3628_beyond2018_postEvent_r1_auote.jpg) ## Event Highlights 2018 without a doubt is ‘The Year of Cardi B’. Dominating Pandora’s biggest station, *Today’s Hits*, she is the #1 most-streamed artist with the highest number of station adds across all listeners. The “Bodak Yellow” rapper was so excited for her performance, that she shared her accomplishment and showed off sponsor gifts to her 36M followers via her Instagram Story. Before Julia Michaels performed her Grammy nominated debut single, “Issues,” DJ Big Ben led the crowd in singing “Happy Birthday” to the singer, who turned 25 on the day of the event. DaniLeigh, the emerging R&B singer and songwriter who appeared on Pandora’s Predictions Chart, performed two of her most notable songs “Lil Bebe” and “All I Know”. ## Sponsors Make Money Moves Even though the event is completely free for the fans, the real winners are our sponsors. With Pandora experiential events, sponsors get the chance to get their products in front of thousands of enthusiastic consumers and make a real, in-person connection. Want to get it in on the action? Read more about our experiential event offerings [here](https://www.pandoraforbrands.com/solution/experiential-sizzle). ![3628 beyond2018 postEvent r1 photoGrid](//images.ctfassets.net/nh8g790vi8yy/5wdgep5NnioakiG0kGoikQ/0414b9b8815b1d052a7dfb19a9f6c749/3628_beyond2018_postEvent_r1_photoGrid.jpg)

article

Connected Car Trends: From Zero to 60

Take a minute and think about your most recent ride in the car. What’d you listen to? Did you tune in to the radio? Or stream your favorite song? As technology changes, so do our preferences and behaviors. As a marketer, you need to make sure you’re tuned in to these behavioral changes in order to build a powerful audio strategy and effectively reach today’s in-car audience. ## What You Need to Know There will be an estimated 80M new cars on the road by 2023, and a whopping 98% of them will have Advanced Infotainment systems.1 This means drivers and their passengers will have access to a plethora of listening options. In fact, we’re already seeing a major shift in preference: drivers of new cars are listening to three times more digital audio than those in older models.2 ![Connected Car Quote](//images.ctfassets.net/nh8g790vi8yy/41V8ga4VaU8I66mIsEk4sM/0b9778a1d21e35802d2ceefd709471a9/3419_connectedCar_blog_r2_quote.jpg) While connected cars are making it easier and easier to tune in, drivers are choosing to tune out from AM/FM radio. Listeners are now accustomed to personalized listening, and as a result, have become impatient with long, irrelevant commercial breaks. Drivers are three times more likely to switch audio when listening to AM/FM than when listening to other sources.3 ## The Power of In-Car Audio Why is it important to reach an in-car audience? Not only is nearly a third of all audio consumed in the car,4 but these consumers are on-the-go and primed to buy. Think—commuters hungry for breakfast, or families on their way to the grocery store. To illustrate this point, we found that 57% of Pandora users listen in the car on route to a QSR.5 Catch them in this key decision making time, and your message can influence them to add you to their shopping list or pull over into the drive-through. ![Connect Car: Listener Day-in-the-life](//images.ctfassets.net/nh8g790vi8yy/276RlfPL2Q6qkswkKGKmQQ/031faadde5a03c43cb167d84196af5b5/3419_connectedCar_blog_r1_dayPart.jpg) ## Connected Car Advertising Best Practices When thinking about an in-car audio ad, your approach should be slightly different than other environments. __1. Keep Driver Safety as a Priority__ The use of jarring sounds such as loud sirens, crashes, etc. could frighten or distract the driver, potentially compromising their safety. Remember that the car is a rather small and closed space, meaning you don’t need to be loud to capture listeners’ attention. Notice how Nestle keeps the ad conserversational and at an ‘inside’ volume, like they’re talking 1:1 with the passengers. __2. Add Contextual Cues__ Include subtle cues and sounds that will resonate with listeners on-the-go. Personalize the message to the situation by incorporating engine revs or pointing out likely roadside objects. When you play the above example, it opens with the familiar sounds of traffic and car engines. By acknowledging that the listener is in the car and tapping into the frustrations of traffic, Paradise Vacations immediately makes a connection with the driver and offers an escape. __3. Communicate a Clear, Non-click CTA__ Because drivers don’t have immediate access to a device or screen, you have to rethink your call-to-action. Remove the mention of ‘tap’ or ‘click’ and replace with an action more relevant such as: “turn into” or “come visit us in-store.” In this example, Pine-Sol uniquely positions their message for a consumer on-the-go by encouraging them to “step on the gas to pick up Pine-Sol while you’re out.” ## The Facts Don’t Lie Connected Cars are taking over the road, and as a result, drivers of these cars are listening to digital audio more than ever. The key to building a powerful strategy is understand these listening trends and reaching listeners where they are. Pandora has seen nearly 6x platform growth in the past 5 years6 and is integrated into over 200+ car models. We have premium inventory that is uncluttered and cannot be skipped. Our ability to target your ideal consumer while they’re in the car with a personalized, relevant message results in meaningful connections that drives results. Ready to hit the road with your message? [Contact us today](https://www.pandoraforbrands.com/advertise) to get started. --- Source: [1] Accenture. Connected cars as a share of total vehicles 2015-2025 [2] Edison Research Share of Ear Study, Q2 2018. Daily time spent to audio type. AM/FM listening online was credited to AM/FM category [3] Source: Edison Research Hacking the Commuter Code study, 2016 [4] “Cracking the Commuter Code.” Edison Research, Omnicom Media and Pandora. October 2018. [5] QSR Pandora Soundboard Study, March 2017 [6] Internal Pandora metrics, October 2018

podcast

Episode 10: Turn it Up! The 2019 Definitive Guide to Audio

In this episode of The Power of Audio, we are discussing the “2019 Definitive Guide to Audio” with our very own Ron Rodrigues, the Editor of The Definitive Guide to Audio, and Megan Lazovick, Vice President at Edison Research. __The main takeaways from this 2019 guide__ - The Importance of Voice—voice-controlled technology is on the rise and will soon be the main way we interact with our devices. - 2019 as the Year of the Podcast—podcast listening has doubled in the past four years. [1]. People will soon be able to put podcast playlists together much like they do with music, and Pandora plans to lead this revolution. - Connected Cars Takeover the Road—with in-car streaming audio as accessible as ever, marketers must rethink their strategies to connect with consumers on-the-go. For access to more insights, download your very own copy of Turn it Up! The 2019 Definitive Guide to Audio. [![Definitive Guide to Audio Visual CTA](//images.ctfassets.net/nh8g790vi8yy/3jM2fTpqsg8eOQgqaAS6eq/89746429806dd2474c982e620ef9f83b/3418_dga_r3_visualCTA2.png)](http://brands.pandora.com/WF-2018-10-1485-DefinitiveAudioGuide_landing.html?leadattribute=BL-2018-10-1566-2019DGA) Source: Edison Podcast Report, July 2018

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event

Beyond 2018 with Cardi B

Beyond 2018, Beyond Successful! Pandora threw one of the biggest parties of the year this past week in New York City’s Terminal 5. *Pandora Presents: Beyond 2018* drew over 1,600 music-lovers from across the city to the three-level industrial venue to see their favorite Hip-Hop, R&B, and Pop artists perform, including DJ Big Ben, DaniLeigh, Julia Michaels, and the one and only Cardi B. *Beyond 2018* sponsors turned the New York venue into an ultimate experience with one-of-a-kind activations ranging from enhanced photo booths, to VIP lounges, to a live graffiti wall. Sponsors included Clorox, Glade, Lane Bryant, Mattress Firm, Shutterfly, Spectrum, Tony Chachere’s, Ulta Beauty, and the D Las Vegas. ![3628 beyond2018 postEvent r1 auote](//images.ctfassets.net/nh8g790vi8yy/2Mtx0nMMPCuiAUWIwUsCio/7c6a9ab30d07c4db978675ae675de2ce/3628_beyond2018_postEvent_r1_auote.jpg) ## Event Highlights 2018 without a doubt is ‘The Year of Cardi B’. Dominating Pandora’s biggest station, *Today’s Hits*, she is the #1 most-streamed artist with the highest number of station adds across all listeners. The “Bodak Yellow” rapper was so excited for her performance, that she shared her accomplishment and showed off sponsor gifts to her 36M followers via her Instagram Story. Before Julia Michaels performed her Grammy nominated debut single, “Issues,” DJ Big Ben led the crowd in singing “Happy Birthday” to the singer, who turned 25 on the day of the event. DaniLeigh, the emerging R&B singer and songwriter who appeared on Pandora’s Predictions Chart, performed two of her most notable songs “Lil Bebe” and “All I Know”. ## Sponsors Make Money Moves Even though the event is completely free for the fans, the real winners are our sponsors. With Pandora experiential events, sponsors get the chance to get their products in front of thousands of enthusiastic consumers and make a real, in-person connection. Want to get it in on the action? Read more about our experiential event offerings [here](https://www.pandoraforbrands.com/solution/experiential-sizzle). ![3628 beyond2018 postEvent r1 photoGrid](//images.ctfassets.net/nh8g790vi8yy/5wdgep5NnioakiG0kGoikQ/0414b9b8815b1d052a7dfb19a9f6c749/3628_beyond2018_postEvent_r1_photoGrid.jpg)

article

Connected Car Trends: From Zero to 60

Take a minute and think about your most recent ride in the car. What’d you listen to? Did you tune in to the radio? Or stream your favorite song? As technology changes, so do our preferences and behaviors. As a marketer, you need to make sure you’re tuned in to these behavioral changes in order to build a powerful audio strategy and effectively reach today’s in-car audience. ## What You Need to Know There will be an estimated 80M new cars on the road by 2023, and a whopping 98% of them will have Advanced Infotainment systems.1 This means drivers and their passengers will have access to a plethora of listening options. In fact, we’re already seeing a major shift in preference: drivers of new cars are listening to three times more digital audio than those in older models.2 ![Connected Car Quote](//images.ctfassets.net/nh8g790vi8yy/41V8ga4VaU8I66mIsEk4sM/0b9778a1d21e35802d2ceefd709471a9/3419_connectedCar_blog_r2_quote.jpg) While connected cars are making it easier and easier to tune in, drivers are choosing to tune out from AM/FM radio. Listeners are now accustomed to personalized listening, and as a result, have become impatient with long, irrelevant commercial breaks. Drivers are three times more likely to switch audio when listening to AM/FM than when listening to other sources.3 ## The Power of In-Car Audio Why is it important to reach an in-car audience? Not only is nearly a third of all audio consumed in the car,4 but these consumers are on-the-go and primed to buy. Think—commuters hungry for breakfast, or families on their way to the grocery store. To illustrate this point, we found that 57% of Pandora users listen in the car on route to a QSR.5 Catch them in this key decision making time, and your message can influence them to add you to their shopping list or pull over into the drive-through. ![Connect Car: Listener Day-in-the-life](//images.ctfassets.net/nh8g790vi8yy/276RlfPL2Q6qkswkKGKmQQ/031faadde5a03c43cb167d84196af5b5/3419_connectedCar_blog_r1_dayPart.jpg) ## Connected Car Advertising Best Practices When thinking about an in-car audio ad, your approach should be slightly different than other environments. __1. Keep Driver Safety as a Priority__ The use of jarring sounds such as loud sirens, crashes, etc. could frighten or distract the driver, potentially compromising their safety. Remember that the car is a rather small and closed space, meaning you don’t need to be loud to capture listeners’ attention. Notice how Nestle keeps the ad conserversational and at an ‘inside’ volume, like they’re talking 1:1 with the passengers. __2. Add Contextual Cues__ Include subtle cues and sounds that will resonate with listeners on-the-go. Personalize the message to the situation by incorporating engine revs or pointing out likely roadside objects. When you play the above example, it opens with the familiar sounds of traffic and car engines. By acknowledging that the listener is in the car and tapping into the frustrations of traffic, Paradise Vacations immediately makes a connection with the driver and offers an escape. __3. Communicate a Clear, Non-click CTA__ Because drivers don’t have immediate access to a device or screen, you have to rethink your call-to-action. Remove the mention of ‘tap’ or ‘click’ and replace with an action more relevant such as: “turn into” or “come visit us in-store.” In this example, Pine-Sol uniquely positions their message for a consumer on-the-go by encouraging them to “step on the gas to pick up Pine-Sol while you’re out.” ## The Facts Don’t Lie Connected Cars are taking over the road, and as a result, drivers of these cars are listening to digital audio more than ever. The key to building a powerful strategy is understand these listening trends and reaching listeners where they are. Pandora has seen nearly 6x platform growth in the past 5 years6 and is integrated into over 200+ car models. We have premium inventory that is uncluttered and cannot be skipped. Our ability to target your ideal consumer while they’re in the car with a personalized, relevant message results in meaningful connections that drives results. Ready to hit the road with your message? [Contact us today](https://www.pandoraforbrands.com/advertise) to get started. --- Source: [1] Accenture. Connected cars as a share of total vehicles 2015-2025 [2] Edison Research Share of Ear Study, Q2 2018. Daily time spent to audio type. AM/FM listening online was credited to AM/FM category [3] Source: Edison Research Hacking the Commuter Code study, 2016 [4] “Cracking the Commuter Code.” Edison Research, Omnicom Media and Pandora. October 2018. [5] QSR Pandora Soundboard Study, March 2017 [6] Internal Pandora metrics, October 2018

podcast

Episode 10: Turn it Up! The 2019 Definitive Guide to Audio

In this episode of The Power of Audio, we are discussing the “2019 Definitive Guide to Audio” with our very own Ron Rodrigues, the Editor of The Definitive Guide to Audio, and Megan Lazovick, Vice President at Edison Research. __The main takeaways from this 2019 guide__ - The Importance of Voice—voice-controlled technology is on the rise and will soon be the main way we interact with our devices. - 2019 as the Year of the Podcast—podcast listening has doubled in the past four years. [1]. People will soon be able to put podcast playlists together much like they do with music, and Pandora plans to lead this revolution. - Connected Cars Takeover the Road—with in-car streaming audio as accessible as ever, marketers must rethink their strategies to connect with consumers on-the-go. For access to more insights, download your very own copy of Turn it Up! The 2019 Definitive Guide to Audio. [![Definitive Guide to Audio Visual CTA](//images.ctfassets.net/nh8g790vi8yy/3jM2fTpqsg8eOQgqaAS6eq/89746429806dd2474c982e620ef9f83b/3418_dga_r3_visualCTA2.png)](http://brands.pandora.com/WF-2018-10-1485-DefinitiveAudioGuide_landing.html?leadattribute=BL-2018-10-1566-2019DGA) Source: Edison Podcast Report, July 2018

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