This post is written by Julie Hober, Client Services Manager at Ryan Sawyer Marketing, and long-time client of Pandora. This blog post was originally published on the Ryan Sawyer Marketing blog in an effort to educate clients on the advantages of adding Pandora to their media mix. We thought our readers could get something out of it too and have decided to repost it here. Enjoy!For years, buying TV and radio media meant relying on the demographic and other statistical information provided by the stations to place the buy, and spending hours going through station affidavits to verify the accuracy of the airing schedule. Ultimately, you never really knew who your spot was reaching. Was it your target audience of women 18-34? Or was it men 50+? If you were reaching people outside of your desired demographic, why were you paying money to reach them?
Our job as an agency is to be as objective and impartial as possible when it comes to placing media buys. We always look at what’s best for the client’s goals and budget. Radio is often a part of that plan, as are other traditional and non-traditional media options. Regardless of the medium, though, what we crave is quantifiable information. Actual, verifiable statistics about how people acted when interacting with your campaign in some way. Sometimes we can get it, other times we have much “squishier” data, such as when people say “I saw your TV spot and wanted to call.” We’re always looking for as much data as we can to better inform media decisions for our clients.
Pandora offers a sort of hybrid approach of traditional radio + online metrics. It reinvented how we listen to music by creating what is known as the Music Genome Project. Logically, it also gave pause as to how we buy radio media. Because it’s an online music streaming service where you have to create an account to listen, they offer precise demographics to advertisers and specific, quantifiable metrics. You can choose as wide or as narrow a demographic as you’d like, among other options, and Pandora will give you a planned number of audio and banner impressions, and trackable stats post-campaign.
Having solid metrics on the front- and back-ends of a campaign leads to better-informed decision making about media plans.
Our top tips for a successful Pandora campaign:
Knowledge truly is power when it comes to deciding how best to spend your marketing budget. To learn more about our agency’s services,