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Podcasts

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 35: The Evolution of a Sonic Logo; Brand Spotlight on State Farm

The world sounds different today—which means it’s crucial for brands to adjust their sonic identity to match the tone of their consumers.

As part of our SoundCheck campaign, we are highlighting brands and advertisers who are doing it right. Enter: State Farm and their widely recognized sonic logo.

Thanks to their forward-thinking, the brand has created a living, breathing sonic asset that they were able to adapt in as little as two days when COVID-19 hit—launching their brand into the #2 spot in Veritonic’s Audio Logo Index.

Sit down with Pandora’s Sonic Strategy Director, Steve Keller, as he chats with State Farm Marketing Director, Sue Beigie, and Group Creative Director, Clinton Inselmann, about their sonic strategy, how it’s evolved over the years (including a version by Barry Manilow), and what’s to come.

Explore the evolution of State Farm’s distinctive sonic assets here:

For more insights, content, and best practices visit SoundCheck.  Learn More

Episode 34: The Womxn Who Podcast Podcast

Welcome to a special Pass the Mic Edition of the Power of Audio Podcast. This episode is part of our initiative that amplifies womxn’s voices in the audio industry and explores how audio has played a role in their success.

Womxn’s voices have long been underrepresented in the audio and media industries, especially when it comes to hosting. With only 22% of womxn hosting podcasts—even though listenership is nearly equal between men and womxn—it’s time for a change.

We sat down with four successful female podcast hosts to talk about why womxn’s voices are so critical in this medium and their journeys to where they are today. Join Jo Piazza from Committed and Fierce, Sapphira Em from Black Girl Podcast, and Julie Krafchick and Yue Xu from Dateable as we explore what it means to be a womxn in the podcasting industry.

Listen below to hear more on:

  • Creating connections through podcasting
  • Why the podcasting medium is critical for today’s storytelling
  • The power and intimacy of womxn’s voices—from Siri and Alexa to dating stories

Executive Producer: Alisha Paulsen
Co-Producer: Jocelyn Hudak
Host: Molly Fuard  Learn More

Episode 33: Experiencing the Magic of Abbey Road Studios with Isabel Garvey

Welcome to our Power of Audio Podcast. This episode is part of our Pandora Presents Pass the Mic series—an initiative that amplifies women’s voices in the audio industry and explores how audio has played a role in their success.

At first glance, you may think that only the best of the best are allowed to record behind the big, beautiful oak doors that open into the legendary Abbey Road Studios. But, that’s not true—thanks to the careful direction of one Isabel Garvey.

Isabel, a music industry veteran, became Managing Director of Abbey Road Studios in 2014. Under her leadership the company has implemented the largest investment in their studio spaces since its inception—launching Equalize (a gender equality initiative), Abbey Road Red (a tech incubator), and Abbey Road Institute (an educational arm)—all working to increase accessibility to studio resources and expertise for artists everywhere.

Tune in to Isabel’s episode for a fascinating conversation on:

  • How a career in finance led to managing one of the most famous studios in the world
  • Reopening in the wake of a global pandemic
  • Harnessing the power of innovation to keep Abbey Road Studios relevant and foster the work of emerging artists through Abbey Road Red
  • The importance of ally-ship in forging and advancing careers for women
  • Reflecting the diversity and inclusivity of the music industry in Abbey Road Studios recruitment and employment processes

Host: Lauren D. Williams
Producer: Ella Tatum  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 10: Leveraging Frequency as a Strategy

With Kantar Millward Brown

Timestamps:

  • 2:00 - Why is there no magic bullet number?
  • 4:20 - What are the primary factors for thinking about frequency as a strategy?
  • 5:23 - Is more frequency always better?
  • 7:03 - When should you rotate your creative?
  • 9:38 - What are some current and future trends around frequency?

Choosing the optimal frequency for your campaign can seem like a daunting task, particularly because there are so many variables that go into choosing one. We’ve done a ton of research on the topic and unfortunately, there is no easy, universal number that will fit every campaign. However, our research has shown that there are ways to think about frequency strategically.

In this episode, Megan McCoy, Senior Manager on Pandora’s Ad Innovation Strategy team, virtually chats with Zachary DeWalt, Senior Director, Insights at Kantar Millward Brown, North America to discuss these topics. The conversation includes tips for when it might be time for creative rotation, why more isn’t always better, and how to generally start thinking about frequency through a strategic lens.

For more information about working with Kantar Millward Brown, please reach out to Zachary DeWalt at Zachary.DeWalt@kantar.com.  Learn More

Episode 9: Using Insights to Fuel Your Creative Strategy

Episode Chapters

1:18 - How do you know if your value proposition is being correctly identified with your brand?
7:30 - How can you tailor your creative to target lower funnel activations?
16:40 - How does creative messaging impact perceived brand value and how can marketers optimize around that?


How is your brand represented in your creative? In exploring our new Test & Tune opportunity, Megan McCoy, Senior Manager of Ad Innovation Strategy, sits down with David Reiley, Pandora’s Distinguished Scientist, and Roger Gehrmann, Pandora’s Group Creative Director, to discuss how to use insights to create an actionable creative strategy.

This episode answers questions about how to increase your brand value in audio, how tactics that work in TV or social media might not be as effective in audio, and how to make sure your creative continues to resonate with your audience.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!  Learn More

Episode 8: Test & Tune Tackles Causal Effects in Media

Episode Chapters

1:26 - What is the difference between correlation and causation?
5:54 - How does this correlation versus causation show up in advertising?
11:55 - There is a common practice of trying to slice and dice data to make your campaigns look good - but what risks are inherent in this practice?
19:04 - What is our new Test & Tune methodology and what advertiser problems is it solving for?


Data is more crucial for marketing than ever before, but are your campaigns set up to measure true causal effects? Why might your media mix model be giving your flawed information? And why does this all even matter?

In this episode, Megan McCoy, Senior Manager of Ad Innovation Strategy, chats with David Reiley, Distinguished Scientist at Pandora, about our new Test & Tune opportunities. Test & Tune uses a combination of randomized control groups and ghost ads to measure true causal effects of campaigns in order to provide advertisers greater insight into creative resonance and actionable opportunities for optimization.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!  Learn More