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Power of Audio

The Power of Audio is an original podcast series brought to you from Pandora for Brands. Each episode takes a deep look into the ways audio and sound impact our lives. Together, we’ll explore how brands can harness audio to tell stories, create connections and drive advertising ROI.

Episode 19: Beyond Experimentation: The Latest in Audio Innovation

The future sounds crowded. How do you stand out in all the noise? Patrick Givens, head of VaynerSmart at VaynerMedia, joined Pandora to talk about strategies for what your brand is saying. Listen to find out how technology drives new approaches to innovation and what to do after the experimentation phase when it comes to voice.

Download the full Definitive Guide to Audio here or explore the digital tour.  Learn More

Episode 18: In the Age of Voice, What Will You Say?

How do you put the “fun” in “functional” when it comes to advertising? In this edition of the Power of Audio podcast, Doug Rozen, Chief Media Officer at 360i sat down with Lizzie Widhelm, SVP of Ad Innovation to cover everything from why the ad space is shifting towards creating more meaningful ads to branded experiences that are reinventing how consumers think of advertising.

Download the full Definitive Guide to Audio here or explore the digital tour.  Learn More

Episode 17: The Audio Renaissance

Part 2 of the 2020 Definitive Guide to Audio podcast series is here! Pandora spoke with Sarah Stringer, SVP Head of Innovation at Carat. Listen to find out how to build innovation into your brand’s routine, Sarah’s take on the role of audio in society today, and how to get the edge over competitors by taking more risks.

Download the full Definitive Guide to Audio here or explore the digital tour.  Learn More

Insights Lab

The Insights Lab Podcast brings Pandora and industry experts together to discuss new and actionable insights that can help marketers develop their audio strategy.

Episode 6: Measuring Success Across the Entire Marketing Funnel with Audio

Audio is typically thought of as a way to drive upper funnel action—brand awareness, message association, and the like. But one burning question still remains: can it drive action throughout the rest of the funnel?

On this Insights Lab Podcast episode, we dig into this very question. Ad Innovation Sales Strategy Director, Kristen Hayashi, chats with Leah Atkinson, Media Lead, Brand & Performance at StubHub, about a recent Dynamic Audio campaign on Pandora. The key to using audio to drive conversion and action, Leah remarks, is recognizing that the line between brand and performance media is blurring. How are you leveraging brand affinity to drive the bottom line?

Key Episode Insights:

  • Audio is an excellent driver of awareness. In a large study with ~140 campaigns, audio drove a 7% lift in awareness and an 11% lift in message association.
  • Personalize your campaigns and mention your brand’s value prop to boost results. Using different creative for different contexts can be a game changer because it lets you personalize your creative at scale. Moreover, StubHub used language to highlight their specific, unique offerings, contributing to a 7% increase in purchase intent.
  • Consider running brand and performance campaigns simultaneously. Brand campaigns can help improve your performance campaign results. By running both at the same time, StubHub increased the efficiency of their performance campaigns by 2x.
  • Measure all of your campaigns holistically. Consumers are exposed through multiple touchpoints, so a collective measurement strategy allows you to understand the true value of the overall program and individual channels.

For more information about how Pandora can help you achieve your own marketing goals, contact us here!  Learn More

Episode 5: From Mood to Magic

We know listeners are often looking to match their mood when they turn on music, but do we know what that mood is? Thanks to Pandora’s Mood Score, the answer is now yes. We understand the emotions associated with every song on our platform, which for marketers is huge, considering 58% of consumers say a brand is their favorite for emotional reasons.1 Tune in to find out how the Listener Science team created the Mood Score via machine learning and proprietary listener data, and what that means for marketers. Laura Barnett, Senior Director, Propel Water & Active Fitness Platform, also joins the discussion to talk about how Propel used a mindset-driven audio destination to reach audiences in real, authentic ways, resulting in a tripling of their subscribers.

For an even deeper dive on the Mood Score, check out our article on the Insights Lab!

1. Deloitte Digital’s “Exploring the Value of Emotion-Driven Engagement” 2019 research study  Learn More

Episode 4: What's Your Voice Strategy?

What’s Your Voice Strategy?

We are in the midst of a significant shift in user behavior as voice technology is rapidly integrating into our everyday lives. A quarter of US households have a smart speaker today, with growth expected to hit 50% in 2019, yet only 3% of skills are getting repeat visitors after a week. How can voice technology enable brands to connect with customers, and where should marketers start focusing their efforts?

In this episode of The Insights Lab, Lizzie Widhelm, Pandora’s SVP of Ad Innovation Sales & Strategy, is joined by Orchid Bertelsen, Nestle’s Digital Innovation Lead, where they discuss all things voice.

Whether your brand wants to lead this innovative space or prefers to wait and see how the technology evolves, marketers should be evaluating their voice strategy. Here are three of our top takeaways from this Insights Lab podcast episode:

  1. Solve for the customer: While many are buzzing about voice technology, it’s imperative that marketers be solving a customer use case rather than using voice technology as the end goal. As brands connect with customers through voice, it should add value and enjoyment to the customer experience.
  2. Develop a sonic identity: Now is the time to think about your brand’s sonic identity. As listeners get used to hearing your brand, your brand may benefit from that recognition when it comes time to more deeply engage with customers via voice.
  3. What’s your voice strategy? Does your brand want search category authority or to connect via a skill? How would your brand interact with customers using voice? While marketers at large are figuring out voice, use these questions and this podcast discussion to help spark ideas into your voice strategy.
  Learn More

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