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  • May 21, 2019
  • 3 minute read

Getting Started With Pandora

Launching a digital audio campaign with Pandora is easy! Whether you’re trying to grow brand awareness or drive store traffic, our dedicated team is here to understand your goals and make sure you nail it. To help you get started, here’s a cheat sheet for some of our most frequently asked questions.

FAQs

Q: How much does it cost to advertise on Pandora?
A: We can accommodate budgets of all sizes. Our minimum spend to work with a dedicated Sales representative is $5,000; our managed service provides custom solutions to meet your unique business objectives and budget parameters. However, if you are unable to meet the minimum, we have a self-serve solution with Audio Go. With a minimum spend of $250, you can access Pandora’s premium inventory as well as other audio publisher’s inventory.

Q: What’s the biggest difference between buying digital audio vs. radio?
A: Digital audio is structured on a per impression basis—a 1:1 relationship with the listener. Our listeners are logged in 100% of the time, so we know precisely who is being targeted and receiving ads. Alternatively, when you buy traditional radio spots, you must buy the station’s total audience during specific dayparts regardless of your target. There’s no way to guarantee who is actually listening and who has tuned out during a commercial break.

To illustrate:
Let’s say you want to reach women 18-34 who live in Palm Beach, Florida. Using digital audio, you can buy that exact audience and feel confident that no impressions (or $$) are being wasted. Using traditional radio, it’s more of a guessing game—you would need to buy multiple stations in the Miami DMA or MSA and select radio formats you presume are geared towards women within that age range. You would be paying for listeners outside of your target area of Palm Beach who live in other counties within the DMA or MSA, as well as listeners who are not women 18-34.

Q: Can I reach my local audience on Pandora + SoundCloud?
A: Yes! We have 118M1 monthly unique visitors, which means we can deliver local audiences at scale. In fact, we are #1 in 86 markets and larger than all broadcast radio formats, A18+2. We have precision targeting capabilities and can reach your most likely customers segmented by age, gender, geo, plus lots more.

Got questions about a specific market? No problem, we’ve got you covered! We can tell you how many people you’ll reach in your desired DMA, MSA, or county. For more targeting talk, take a read through Your Audience Is Listening: Connect on Pandora.

Q: How do I know the right product/s for my brand?
A: Our in-house experts will craft a custom proposal with recommendations based on your objectives and unique business needs.

However, our most popular product is in fact our Audio Everywhere product. Audio Everywhere is a cross-platform solution in which your :10, :15, or :30 creative spot runs within music or podcast content, and is also amplified with visual presence across mobile, tablet and web. The ability to reach customers across all devices allows you to connect with your audience in meaningful moments throughout the day: in-car, at home, with friends, and more. We also have a variety of other digital and video solutions that can help you achieve your goals. Check out our media kit for the most current product roster: download the media kit.

Q: Do I need to have an audio spot to advertise on Pandora + SoundCloud?
A: No, you don’t. Phew! Creative services are available to our advertising partners. Our creative team can develop an audio spot customized for your brand and tailor-made to fit your objectives.

I have a radio spot already produced, should I use that?
A: Of course, you can definitely use pre-existing audio spots. But remember, a digital audio environment is a different environment than that of radio (think: earbuds and at home vs. car). Make sure your spot has the appropriate tone and volume for those settings.

Q: Do I get any post-campaign reporting?
A: Oh yes, you do! Unlike radio, we will provide you with a reporting package that includes impressions, reach, and frequency at the end of the campaign so you know exactly how your campaign performed. Interested to learn more about measurement? Check out: Let’s Talk Measurement: Set Your Brand Up for Success.

Ready to get started? Awesome, we’re here for ya! Reach out to one of our Sales reps today: Let’s Connect.


1 comScore Media Metrix, May 2019 P13+ Pandora Audience Exchange
2 Simmons Research Fall 2018

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