When it comes to digital audio measurement, we do things a little differently. Comparing digital audio versus broadcast or other digital advertising mediums may seem confusing and out-of-reach but we’re here to help.
In this article, we’ll walk you through measuring digital audio ratings, setting up your campaign for success leveraging reach & frequency, and reporting on campaign performance.
At Pandora, we are committed to providing our partners with high-quality measurement solutions that are most relevant to your business. So let’s dig into some details on how your brand can best utilize Pandora’s platform.
First, let’s talk ratings. The way that digital streaming ratings are measured is much more simple and accurate than traditional broadcast radio. We know exactly when—and for how long—each listener tunes in to Pandora since they are logged-in 100% of the time. Broadcast, on the other hand, doesn’t offer this level of transparency with their listeners. They only look at a sample size of a few hundred households to represent a large market of millions of listeners. When it comes to accuracy, that’s a pretty significant difference in methodology.
Pandora is measured by a third-party measurement service known as Triton Digital. When a listener opens Pandora on their web browser or on their mobile device, a signal is sent to Triton that a listening session has begun, accompanied by demographic and zip code information about the listener. Triton only counts listening sessions that are 5 minutes or longer within a quarter hour.
Unlike broadcast ratings, Triton’s audience metrics are on a listener by listener basis. So every listener is counted and included in the final measurement, allowing our partners to have confidence in Pandora’s rating accuracy.
Now, let’s talk about how to set your campaign up for success on Pandora. There are two very important variables to consider when setting up your campaign: Reach & Frequency.
Not sure where to start? That’s okay. Pandora has a dedicated sales research team who studies successful campaigns on Pandora and implements best practices to optimize the reach and frequency of your campaign for maximum brand awareness. Your assigned account manager is armed with this information and can help recommend frequency levels to support the campaign’s goals.
Once your campaign has wrapped, we’ll provide you with high-level reporting on how your it performed. Looking at metrics like reach, impressions, and frequency, you’ll be able to see the impact your campaign had among your target audience—something that broadcast radio just doesn’t have to offer!
Maximizing reach is the best way to capitalize on the long-lasting effects of audio advertising. At Pandora, we have the ratings and accuracy to help your brand stay relevant and memorable to the audience that matters most to your brand. So what’s stopping you? Reach out to your sales rep to advertise with us today!