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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 16: What’s the Buzz with Digital Audio? featuring Haley Paas - The 2020 Definitive Guide to Audio Edition

In part 1 of a special 4-episode edition focusing on the 2020 Definitive Guide to Audio, Pandora spoke with Haley Paas from Carat. Tune in to find out what’s coming next in terms of audio technology, why it’s important for brands to focus on an audio strategy, and what the future of audio looks like in our everyday lives.

Download the full Definitive Guide to Audio here.  Learn More

Episode 15: A Tale of Audio Creativity, As Told by 3 Award-Winning Creatives

In light of Cannes Lions International Festival of Creativity, we sit down with distinguished Cannes Jury Members (present and past) to discuss the evolution of sound, sonic branding, and the key to producing award-winning audio creative.  Learn More

Episode 14: Unlocking the Influential Power of Black Consumers

African Americans are a major force in every aspect of American culture, from music to sports, to politics and entertainment. Not only that, but this community also represents $1.2 trillion dollars in spending power annually. We sat down with the co-CEO, McGhee Osse, and Creative Director, Lewis Williams, at the leading multicultural agency, Burrell Communications, to discuss this powerful audience and what it takes to connect with the African American consumer.  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 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.
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Episode 3: The First Party Data Opportunity

The First Party Data Opportunity

As marketers, we know that it’s crucial to reach the right audience at the right moment in time. But how can we ensure that we are doing this if we don’t evaluate the data fueling our marketing strategies?

Tune in to Episode 3 of the Pandora Insights Lab podcast to listen to key players discuss the opportunities that lie within 1st party data, how to evaluate it, and most importantly, how to activate on it. This episode features Molly Mitchell, Sr. Manager of Ad Innovation Strategy, David Hardtke, Director of Advertising Science, and Eric Hoppe, Director of Product Management.

The discussion kicks off with an introduction of two very important regulations, General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), and how that might affect the way marketers collect and use data moving forward. At Pandora, we are only collecting data that will improve the consumer experience and we are protecting that data to make sure that no one else can see or use it.

From a 1st party data perspective, Pandora has our logged-in user data and music listenership data. The music data is what makes us unique. Whether you realize it or not, music is an extension of who you are. This type of data allows us to get personal with our listeners without getting too personal.

While we continue to keep a pulse on these regulations and how they will impact the industry, there are a few things for marketers to start thinking about:

  • Identify partners with high quality data: Advertisers should be evaluating the quality of data they are using across all mediums. Ultimately, data quality will have a downstream impact on campaign effectiveness.
  • How 3rd party data is viewed: With 1st party data, we know exactly how it’s sourced. With 3rd party data, however, we don’t have the same transparency into where the actual data comes from. This could raise some concern as these regulations progress, though this type of data remains extremely valuable for marketers.
  • Renewed interest in contextual: We can’t say for sure that this renewed interest in contextual targeting is directly correlated with the recent regulations, but we don’t think it’s just a coincidence. Contextual targeting allows marketers to reach and resonate with their audience in relevant moments without having to layer on the behavioral data.
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Episode 2: The Connected Home Opportunity for Marketers

The Connected Home Opportunity for Marketers

Episode 2 Chapters

00:16 Connected Home Analogy: Mobile Phones in 2010
02:28 Early Best Practices for Marketers Using Smart Speakers
06:10 Golden Opportunity for Marketers

“Digital audio is really exploding. It’s a worldwide phenomenon, and there’s an opportunity for sophisticated digital advertisers to revisit the playbook. Now is the time to jump on this bandwagon before everyone else does, because there are opportunities to be had.”
-David Hardtke, Director of Science

Episode 2 drops us into conversation with Claire Fanning, VP of Ad Innovation Strategy, and David Hardtke, Director of Science, discussing the advertiser opportunity to market via Smart Speakers, which harkens back to the growth period of smartphones. At that time, there were a lot of unknowns. Notably, many marketers were unsure of how to use mobile advertising to drive action. Fast forward to today, where savvy marketers have a similar landscape ahead of them with the next emerging platform for reaching consumers. There is a promising opportunity to understand connected devices in more depth: What works on this platform? What products sell on this platform? How should I measure effectiveness?

While we explore the Connected Home space more, there are early best practices marketers can be using today:

  • Create a sonic identity: when it comes time for consumers to make purchases using their connected device, help your brand be top-of-mind in an audio-only environment
  • Tone down the music bed and sound effects: brands are put directly in someone’s living room, and therefore the creative does not require the attention-grabbing noise that is typically used in more cluttered environments
  • Start a conversation: listeners may be co-listening with friends and family in their home. Consider starting a conversation that can be carried throughout the home environment long after your impression
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