From Affluent Moms to Auto Intenders and practically everything in between, we offer segments that cater to a highly diverse and detailed array of campaign targeting objectives. Marketers across every industry vertical have the opportunity to reach and message the people that matter most to them with over 1,300 audience segments available on Pandora today. Proprietary data consisting of inputs such as: historical musical tastes and daily listening routines, technology usage, demographical composition, and language preferences drive a growing selection of actionable audience segments.
Our team of data scientists and audience experts have been hard at work building out best-in-class targeting capabilities and exclusive, proprietary solutions unique to Pandora. At the beginning of 2016, Pandora completed its integration with the Krux data management platform, which not only enables access to an increasing number of targetable 3rd-party data segments, from providers such as Datalogix, Neustar, and Acxiom, amongst others, but also allows Pandora to safely and securely onboard marketers’ own CRM data for targeting, closed-loop measurement, and rich insights.
Putting Pandora’s Proprietary Data to Work
The Music Genome Project is at the core of what attracts the average Pandora listener to tune in for approximately 24 hours every month.1 It is the algorithm behind The Next Song Matters™. Our logged-in listener base produces over 1 billion data points per day. This rich, proprietary data set is unique in that it not only powers our music streaming platform, but can also be used by marketers looking to reach the right user and measure how various audiences drive engagement and lift.
Pandora’s addressable audience segments have grown more than threefold in just the first half of 2016 alone. As a result of continuing efforts to improve our targeting infrastructure, we partner with leading data providers, leverage robust proprietary data assets and proactively craft solutions to address marketers’ campaign objectives. Pandora continues to ideate new and improved uses and applications for the infinite amounts of data available to curate and activate a diverse set of unique audiences. And we keep true to our mantra: what’s good for the listener is good for the advertiser.
To learn more about our targeting capabilities:
1 Pandora Internal Metrics, Q2 2016