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1 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY
ENGAGEMENT
REDEFINED
BREAKING THROUGH IN A CONNECTED WORLD
2 CONFIDENTIAL AND PROPRIETARY
1. Christmas
2. Today’s Christmas
3. 90s Christmas
4. Christmas Traditional
5. Country Chri...
3 CONFIDENTIAL AND PROPRIETARY
Music is a way for me to relax, feel motivated
about things (like working out), it’s a form...
4 CONFIDENTIAL AND PROPRIETARY
THE FUTURE OF MUSIC:
NOW STREAMING ON A DEVICE NEAR YOU
Source: Edison Research, Share of E...
5 CONFIDENTIAL AND PROPRIETARY
COMPETITOR LAUNCH DATE
PANDORA LEADS THE PACK
Source: Pandora Internal Metrics, December 20...
6 CONFIDENTIAL AND PROPRIETARY
21.0
18.7
9.7
6.1
AVG. HOURS SPENT LISTENING
PER USER PER MONTH
#1 IN MOBILE TIME SPENT
6 C...
7 CONFIDENTIAL AND PROPRIETARY
ARTISTS. LISTENERS. ADVERTISERS.
TRANSFORMING THE MUSIC ECOSYSTEM
8 CONFIDENTIAL AND PROPRIETARY
TRANSFORMING THE MUSIC ECOSYSTEM
ARTISTS. LISTENERS. ADVERTISERS.
9 CONFIDENTIAL AND PROPRIETARY
TRANSFORMING THE MUSIC ECOSYSTEM
ARTISTS. LISTENERS. ADVERTISERS.
SMART DATA. SMART SOLUTIO...
10 CONFIDENTIAL AND PROPRIETARY
PANDORA PLAYS THE SOUNDTRACK TO LIFE
Source: Pandora Annual User Study, 2014
SOCIAL INFLUE...
11 CONFIDENTIAL AND PROPRIETARY
WHAT IS GOOD FOR THE
LISTENER
IS GOOD FOR THE
ADVERTISER
11 CONFIDENTIAL AND PROPRIETARY
12 CONFIDENTIAL AND PROPRIETARY
MOBILE ROI: CRACKING THE CODE
Source: Placed, Mobile Studies, 2014; Millward Brown, Mobile...
13 CONFIDENTIAL AND PROPRIETARY
EXPERIENTIAL ENGAGEMENTDIGITAL ENGAGEMENTAUDIO ENGAGEMENT
PREMIUM PROGRAMMATICTARGETING LO...
14 CONFIDENTIAL AND PROPRIETARY14 CONFIDENTIAL AND PROPRIETARY
TIME SPENT IS THE NEW CURRENCY
ENGAGEMENT REDEFINED
15 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY
AUDIO
ENGAGEMENT
CONFIDENTIAL AND PROPRIETARY
16 CONFIDENTIAL AND PROPRIETARY
12% OF ALL AUDIO IS STREAMING
Source: Edison Research, Share of Ear Study 13+, Fall 2014
A...
17 CONFIDENTIAL AND PROPRIETARY
PANDORA DOMINATES STREAMING AUDIO
Source: Edison Research, Share of Ear Study 13+, Fall 20...
18 CONFIDENTIAL AND PROPRIETARY
AUDIO IS THE KEY
TO UNLOCKING THE
MOBILITY MINDSET
18 CONFIDENTIAL AND PROPRIETARY
19 CONFIDENTIAL AND PROPRIETARY19 CONFIDENTIAL AND PROPRIETARY
PANDORA’S ENGAGED AUDIENCES
Source: Internal Metrics, Octob...
20 CONFIDENTIAL AND PROPRIETARY
THE FASTEST GROWING
PANDORA PLATFORMS
Source: Pandora Internal Metrics, December 2014.
20 ...
21 CONFIDENTIAL AND PROPRIETARY21 CONFIDENTIAL AND PROPRIETARY
DIGITAL
ENGAGEMENT
CONFIDENTIAL AND PROPRIETARY
22 CONFIDENTIAL AND PROPRIETARY
CAPTURE ATTENTION
AND SPEND QUALITY TIME
WITH YOUR AUDIENCE.
22 CONFIDENTIAL AND PROPRIETA...
23 CONFIDENTIAL AND PROPRIETARY
SPONSORED
LISTENING
23 CONFIDENTIAL AND PROPRIETARY
24 CONFIDENTIAL AND PROPRIETARY
CAPTURING ATTENTION
AT SCALE
25 CONFIDENTIAL AND PROPRIETARY
@calebbrumfield:
Watch a 30 second video on pandora for an hour
of unlimitied skips and un...
26 CONFIDENTIAL AND PROPRIETARY
SPONSORED LISTENING IN THE PRESS
AD EXCHANGER
ADWEEK
BILLBOARD
BUSINESS INSIDER
CLICK Z
FO...
27 CONFIDENTIAL AND PROPRIETARY27 CONFIDENTIAL AND PROPRIETARY
BRAND
STATIONS
27 CONFIDENTIAL AND PROPRIETARY
28 CONFIDENTIAL AND PROPRIETARY
BRAND STATIONS
DRIVE ENGAGEMENT
• Mobile Engagement
• Data Fuels Station Creation
• We are...
29 CONFIDENTIAL AND PROPRIETARY
WHAT WE’VE LEARNED IN 2014:
29 CONFIDENTIAL AND PROPRIETARY
STATION LISTENING
TRENDS AND
A...
30 CONFIDENTIAL AND PROPRIETARY
ADVERTISING WITHIN
BRAND STATIONS
*Creative and ad copy is for demonstration only.
• Full ...
31 CONFIDENTIAL AND PROPRIETARY
WHAT’S NEW IN 2015:
AUDIENCE INSIGHTS TOOL
Source: Pandora Internal Metrics, November 2014
32 CONFIDENTIAL AND PROPRIETARY32 CONFIDENTIAL AND PROPRIETARY
EXPERIENTIAL
ENGAGEMENT
CONFIDENTIAL AND PROPRIETARY
33 CONFIDENTIAL AND PROPRIETARY
TRANSFORMING THE MUSIC ECOSYSTEM
CONNECTING ARTISTS, LISTENERS & ADVERTISERS
LISTENERS
• H...
34 CONFIDENTIAL AND PROPRIETARY
EXPERIENTIAL ENGAGEMENT REDEFINED
Deliver exclusive
digital content3 Develop events
& acti...
35 CONFIDENTIAL AND PROPRIETARY
0
200
400
600
JAN FEB MAR APR MAY JUN JUL AUG *
STATIONADDS
(THOUSANDS)
0
7
14
21
28
JAN F...
36 CONFIDENTIAL AND PROPRIETARY
PANDORA EVENTS & BRANDED CONTENT
JAN – MAR APR – JUN JUL – SEP OCT – DEC
Franchise
Events
...
37 CONFIDENTIAL AND PROPRIETARY37 CONFIDENTIAL AND PROPRIETARY
THANK YOU!
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Pandora: Engagement Redefined

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Pandora's presentation at CES 2015

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Pandora: Engagement Redefined

  1. 1. 1 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY ENGAGEMENT REDEFINED BREAKING THROUGH IN A CONNECTED WORLD
  2. 2. 2 CONFIDENTIAL AND PROPRIETARY 1. Christmas 2. Today’s Christmas 3. 90s Christmas 4. Christmas Traditional 5. Country Christmas 2014 Top Holiday Genre Stations 1. Let it Go Idina Menzel (Armin Van Buuren Remix) 2. Happy Pharrell 3. Let it Go Idina Menzel 4. All About That Bass Meghan Trainor 5. Turn Down for What DJ Snake & Lil Jon Top Songs Added 2014 PANDORA ROCKED THE HOLIDAYS Source: Pandora Internal Metrics, December 2014 86M 30M 1.8B 22:15HRS Monthly Unique Visitors Daily Unique Visitors Record High (Christmas Eve) Mobile YOY MUV increase Hours Streamed (+16% YOY) Average Time Spent Listening Per User Connected Home YOY MUV increase Connected Car YOY MUV increase Fun Fact 3 of the top 10 songs added in 2014 were from the movie Frozen. 10% 30% 76% 2 CONFIDENTIAL AND PROPRIETARY
  3. 3. 3 CONFIDENTIAL AND PROPRIETARY Music is a way for me to relax, feel motivated about things (like working out), it’s a form of distraction when I am stressed… Pandora Listener, Chicago The right music helps set the mood, change the mood, bring people up or mellow people out. Pandora Listener, Denver Listening to Music is almost like talking with a good friend…. Pandora Listener, Denver @PatriciaAWolf: Thank you @pandora_radio for the awesome lullaby stations. My baby girl is sleeping peacefully now. #exhausted babygirl @ChelseaRogers: Last push on my final paper...time for Christmas @pandora_radio to get me through this. #procrastinationstation @shawnthezombie: @pandora_radio Just wanted to say thanks! I have lost 75 lbs by walking and changing my diet. Pandora was with me every step of the way 75% CHOOSE MUSIC AS TOP CHOICE FOR ENTERTAINMENT. 3 CONFIDENTIAL AND PROPRIETARY Source: Nielsen, Music 360 Study, 2014
  4. 4. 4 CONFIDENTIAL AND PROPRIETARY THE FUTURE OF MUSIC: NOW STREAMING ON A DEVICE NEAR YOU Source: Edison Research, Share of Ear, Fall 2014; Edison Research, The Infinite Dial, 2014 12% OF ALL AUDIO IS STREAMINGLISTENERS SPEND 13 HOURS PER WEEK ON INTERNET RADIO
  5. 5. 5 CONFIDENTIAL AND PROPRIETARY COMPETITOR LAUNCH DATE PANDORA LEADS THE PACK Source: Pandora Internal Metrics, December 2014 86.3M MUV
  6. 6. 6 CONFIDENTIAL AND PROPRIETARY 21.0 18.7 9.7 6.1 AVG. HOURS SPENT LISTENING PER USER PER MONTH #1 IN MOBILE TIME SPENT 6 CONFIDENTIAL AND PROPRIETARY Source: comScore, Mobile Metrix, U.S. A18+, November 2014
  7. 7. 7 CONFIDENTIAL AND PROPRIETARY ARTISTS. LISTENERS. ADVERTISERS. TRANSFORMING THE MUSIC ECOSYSTEM
  8. 8. 8 CONFIDENTIAL AND PROPRIETARY TRANSFORMING THE MUSIC ECOSYSTEM ARTISTS. LISTENERS. ADVERTISERS.
  9. 9. 9 CONFIDENTIAL AND PROPRIETARY TRANSFORMING THE MUSIC ECOSYSTEM ARTISTS. LISTENERS. ADVERTISERS. SMART DATA. SMART SOLUTIONS.
  10. 10. 10 CONFIDENTIAL AND PROPRIETARY PANDORA PLAYS THE SOUNDTRACK TO LIFE Source: Pandora Annual User Study, 2014 SOCIAL INFLUENCERS FOOD & MUSIC MEANS OF ESCAPE COMMUTING EXERCISING ENTERTAINING TIME WITH THE KIDS MEN & SHOPPING 42% of moms listen to Pandora with their kid(s) 31% of men listen while running errands or shopping 68% listen while entertaining 63% listen while exercising 67% listen while cooking or eating meals 42% listen while commuting 64% of millennials listen as a means of escape 52% of Hispanic listeners say music plays a significant role in their social life
  11. 11. 11 CONFIDENTIAL AND PROPRIETARY WHAT IS GOOD FOR THE LISTENER IS GOOD FOR THE ADVERTISER 11 CONFIDENTIAL AND PROPRIETARY
  12. 12. 12 CONFIDENTIAL AND PROPRIETARY MOBILE ROI: CRACKING THE CODE Source: Placed, Mobile Studies, 2014; Millward Brown, Mobile Brand Impact Norms, across 29 mobile campaigns, 2014 MOBILE DRIVES IN-STORE TRAFFIC 18% Listeners who were exposed to Pandora’s mobile interstitial ad were 18% more likely to visit a store. TELCO 48% Listeners who were exposed to an ad on Pandora were 48% more likely to visit a store.GROCERY MOBILE DRIVES BRAND IMPACT 19% Lift in ad awareness 18% Lift in message association 11% Lift in purchase consideration and intent 12 CONFIDENTIAL AND PROPRIETARY
  13. 13. 13 CONFIDENTIAL AND PROPRIETARY EXPERIENTIAL ENGAGEMENTDIGITAL ENGAGEMENTAUDIO ENGAGEMENT PREMIUM PROGRAMMATICTARGETING LOCAL ENGAGEMENT BEYOND THE CLICK. IT’S TRUE ENGAGEMENT.
  14. 14. 14 CONFIDENTIAL AND PROPRIETARY14 CONFIDENTIAL AND PROPRIETARY TIME SPENT IS THE NEW CURRENCY ENGAGEMENT REDEFINED
  15. 15. 15 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY AUDIO ENGAGEMENT CONFIDENTIAL AND PROPRIETARY
  16. 16. 16 CONFIDENTIAL AND PROPRIETARY 12% OF ALL AUDIO IS STREAMING Source: Edison Research, Share of Ear Study 13+, Fall 2014 AMERICA’S SHARE OF TIME SPENT LISTENING TO AUDIO SOURCES 56.1% 11.8% 17.3% 6.4% 5.3% 2.0%1.1% AM/FM Radio Streaming Audio Owned Music SiriusXM TV Music Channels Podcasts Other
  17. 17. 17 CONFIDENTIAL AND PROPRIETARY PANDORA DOMINATES STREAMING AUDIO Source: Edison Research, Share of Ear Study 13+, Fall 2014 55.0% 19.0% 10.0% 7.0% 9.0% Pandora Spotify iHeart Radio* iTunes Other Streaming Audio Brands SHARE OF TIME SPENT WITH STREAMING AUDIO
  18. 18. 18 CONFIDENTIAL AND PROPRIETARY AUDIO IS THE KEY TO UNLOCKING THE MOBILITY MINDSET 18 CONFIDENTIAL AND PROPRIETARY
  19. 19. 19 CONFIDENTIAL AND PROPRIETARY19 CONFIDENTIAL AND PROPRIETARY PANDORA’S ENGAGED AUDIENCES Source: Internal Metrics, October 2014 49% CLICK ON ADS Across all platforms, Connected Car listeners are highly responsive to ads. Connected Home listeners average daily time spent listening is 24% longer than the average listener. CONNECTED CAR AND CONNECTED HOME LISTENERS ARE HIGHLY ENGAGED AND RESPONSIVE. 58% Connected Car listeners skip (58%) and thumb (9%) more than the average Pandora listener. PERSONALIZE MORE 24% LONGER LISTENING
  20. 20. 20 CONFIDENTIAL AND PROPRIETARY THE FASTEST GROWING PANDORA PLATFORMS Source: Pandora Internal Metrics, December 2014. 20 CONFIDENTIAL AND PROPRIETARY 30%CONNECTED HOME YOY MUV GROWTH 76%CONNECTED CAR YOY MUV GROWTH
  21. 21. 21 CONFIDENTIAL AND PROPRIETARY21 CONFIDENTIAL AND PROPRIETARY DIGITAL ENGAGEMENT CONFIDENTIAL AND PROPRIETARY
  22. 22. 22 CONFIDENTIAL AND PROPRIETARY CAPTURE ATTENTION AND SPEND QUALITY TIME WITH YOUR AUDIENCE. 22 CONFIDENTIAL AND PROPRIETARYBRAND STATIONSPONSORED LISTENING
  23. 23. 23 CONFIDENTIAL AND PROPRIETARY SPONSORED LISTENING 23 CONFIDENTIAL AND PROPRIETARY
  24. 24. 24 CONFIDENTIAL AND PROPRIETARY CAPTURING ATTENTION AT SCALE
  25. 25. 25 CONFIDENTIAL AND PROPRIETARY @calebbrumfield: Watch a 30 second video on pandora for an hour of unlimitied skips and uninterrupted play…#bestdecisionever :D @Mscattyy: Just when you couldn’t love pepto bismol anymore they give ya an ad-free hour on pandora @campbellmike74: @PlayStation giving me a whole hour of ad free listening on Pandora… Makes me reconsider…. Might have to ditch the Xbox one. @KellyBlasky: I love love love Pandora’s uninterrupted hour of listening! @sarayray0722_ Man shoutout to PS4 for the hour of uninterrupted listening on Pandora #youdareal1 @Jarameyo: Why yes pandora … I would in fact love to listen to an uninterrupted hour of music … How convenient of you to ask … ENGAGEMENT THAT’S TALKED ABOUT
  26. 26. 26 CONFIDENTIAL AND PROPRIETARY SPONSORED LISTENING IN THE PRESS AD EXCHANGER ADWEEK BILLBOARD BUSINESS INSIDER CLICK Z FORBES HYPERBOT LOCKER DOME MEDIA LIFE MAGAZINE MUSIC WEE RAIN NEWS THE NEXT WEB
  27. 27. 27 CONFIDENTIAL AND PROPRIETARY27 CONFIDENTIAL AND PROPRIETARY BRAND STATIONS 27 CONFIDENTIAL AND PROPRIETARY
  28. 28. 28 CONFIDENTIAL AND PROPRIETARY BRAND STATIONS DRIVE ENGAGEMENT • Mobile Engagement • Data Fuels Station Creation • We are Experienced JUMP TO WALKTHROUGH MOBILE MAFIA AWARD 2014 BEST B2C MOBILE BRANDING
  29. 29. 29 CONFIDENTIAL AND PROPRIETARY WHAT WE’VE LEARNED IN 2014: 29 CONFIDENTIAL AND PROPRIETARY STATION LISTENING TRENDS AND AUDIENCE DATA IN REAL-TIME HELP TO RE-ENGAGE LAPSED LISTENERS ENHANCED AUDIENCE BUILDING TOOLS MORE STATION CURATION FLEXIBILITY
  30. 30. 30 CONFIDENTIAL AND PROPRIETARY ADVERTISING WITHIN BRAND STATIONS *Creative and ad copy is for demonstration only. • Full screen ad displays with CTA • In-Station Audio Tile displays with audio spot
  31. 31. 31 CONFIDENTIAL AND PROPRIETARY WHAT’S NEW IN 2015: AUDIENCE INSIGHTS TOOL Source: Pandora Internal Metrics, November 2014
  32. 32. 32 CONFIDENTIAL AND PROPRIETARY32 CONFIDENTIAL AND PROPRIETARY EXPERIENTIAL ENGAGEMENT CONFIDENTIAL AND PROPRIETARY
  33. 33. 33 CONFIDENTIAL AND PROPRIETARY TRANSFORMING THE MUSIC ECOSYSTEM CONNECTING ARTISTS, LISTENERS & ADVERTISERS LISTENERS • Highly personalized experiences • Music they like and new music they’ll love • Exclusive artist content, free concerts, and “I was there when” moments ARTISTS • Deeper relationships with new and current fans • Valuable insights and new modes of distribution and communication • Strategic partnerships for new revenue streams ADVERTISERS • Relevance and authenticity via the passion point of music • Power of Pandora, from data insights to 360° experiential • Quality time with your audience and enhancing their experience LISTENERS ADVERTISERSARTISTS
  34. 34. 34 CONFIDENTIAL AND PROPRIETARY EXPERIENTIAL ENGAGEMENT REDEFINED Deliver exclusive digital content3 Develop events & activations4 Measure the post-event effect5 LeveragethepowerofPandora 6Identifytrendingartists 1 Target & invite fans onPandora2 PLAY SIZZLE
  35. 35. 35 CONFIDENTIAL AND PROPRIETARY 0 200 400 600 JAN FEB MAR APR MAY JUN JUL AUG * STATIONADDS (THOUSANDS) 0 7 14 21 28 JAN FEB MAR APR MAY JUN JUL AUG STATIONADDS (THOUSANDS) LEVERAGING DATA TO ALIGN ADVERTISERS WITH TRENDING ARTISTS Station Adds = Total number of new station adds on Pandora 0.0 0.5 1.0 1.5 2.0 JAN FEB MAR APR MAY JUN JUL AUG STATIONADDS (MILLIONS) Pandora books Iggy “Fancy” hits #1 on Billboard Charts Iggy headlines Pandora Summer Crush 220% Pandora books MAGIC! for PDD SXSW “Rude” hits #1 on Billboard Charts MAGIC! plays Pandora Summer Crush 377% Pandora books Rita “How We Do (Party)” hits Billboard Charts Rita plays Pandora Summer Crush117% Pandora books MAGIC! for Summer CrushMAGIC! plays PDD SXSW 35 CONFIDENTIAL AND PROPRIETARY
  36. 36. 36 CONFIDENTIAL AND PROPRIETARY PANDORA EVENTS & BRANDED CONTENT JAN – MAR APR – JUN JUL – SEP OCT – DEC Franchise Events Pandora Music Awards After-Party (LA) Pandora Discovery Den at SXSW Noche de Música con Pandora (Hispanic) Pandora Indio Invasion Pandora Country Event Pandora Summer Crush (Back to School) Pandora Summer Party (Chicago) Pandora Discovery Den Holiday (NYC) Noche de Música con Pandora (Hispanic) Power of Pandora Promotion RSVP House Ad Media & eBlasts, Audience Building Media & Promoted Station Unit, Social (Twitter, Instagram, LinkedIn, Snapchat), PR Custom Programs Leveraging proprietary data, artist relationships and creativity, Pandora develops custom events and branded content experiences tailored for client objectives and strategy (Custom Events, Brand Station Platform, Sponsored Listening)
  37. 37. 37 CONFIDENTIAL AND PROPRIETARY37 CONFIDENTIAL AND PROPRIETARY THANK YOU!

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