Pandora's SoundCheck Helps Advertisers Tune Up Performance

quotAdvertisers can use these resources to adapt their brand message and build an audio campaign that builds trust and resonance with consumersquot noted Crystal Park Vice President of Industry and Experiential MarketingSoundCheck takes its name from the warmup sessions that artists hold before a show to finetune their act To help advertisers make sound choices Pandora for Brands offers data and intelligence from its research team as well as podcasts webinars and interviews with its execs The goal is to provide actionable intelligence on digital audio and advertisingquotAs a brand now is the perfect time to take a moment truly listen to your audience and adjust your message to meet their needsquot Park explainedOne recent SoundCheck Sessions webinar for instance focused on helping brands understand the Asian American audience their relationship with audio and their consumer spending habits while another focused on brand strategy to adjusting to the quotnew normalquot in consumer behavior which was led by Lauren D Williams Senior Director of Strategic Audio and Vertical MarketingIn the audio industry and media at large Pandora is a leader in supporting its ad partners and developing novel marketing opportunities By leaning into its extensive listener data Pandora can help marketers identify audience targets and develop effective campaigns and activations SoundCheck offers a road map for how and where to reach consumersThe platform was originally conceived to help advertisers navigate the marketplace when COVID19 shutdowns prompted consumers to quarantine and sent shockwaves through the economy Some advertisers hunkered down and pulled back while others reengineered their messaging and creative seemingly overnight It turns out consumers want to hear from brands with Pandora reporting that 41 percent of users said advertising during the crisis was a good thing These kinds of insights have helped advertisers make decisions on how and when to messageRecently as the Black Lives Matter movement reemerged with calls for social and racial equality Park said SoundCheck expanded to address those issues The findings indicated companies can build brand loyalty by taking a position and making change and relating to their customers39 concerns In one recent study related to Black Lives Matter 80 percent of respondents said they have taken action in response to raciallymotivated police brutalitySome other key findings63 percent said brands who take a stance on social media have done so superficiallyConsumers want action with 54 percent indicating brands should donate to support social causesBrands that do act can be rewarded with 53 percent respondents noting they39re more likely purchase from brands that align with their social and political beliefsGenerally speaking among SoundCheck39s biggest findings Park said is that right now consumers want to hear from brands more not less Americans are spending more time at home they39re listening to more audio and on new devices Pandora research reported that 42 percent of consumers said they39re listening to more digital audio than previously and 37 percent are streaming on smart speakers Music has been a calming salve with 82 percent of users reporting that during these difficult times music improved their mood as well as a safe haven for brandsFor advertisers looking to cut through a crowded and confusing ad market such findings suggest audio is a way forwardamp160 quotInsights like these help advertisers understand where their audience is listening so that they can optimize targeting and maximize spendquot Park saidSoundCheck may also help grow digital audio ad spending In the past some marketers have treated audio specifically radio advertising as a secondtier medium even trying to shoehorn TV creative into radio spots which undermines the intimacy of audio As digital streaming and podcast usage grow however more marketers are exploring audio and giving audio more attention SoundCheck is part of Pandora39s push to grow the medium And Park said there39s no better moment than right now to give audio amp8211 and Pandora amp8211 an opportunity to prove its value as part of the marketing mixSaid Park quotIt39s the perfect time to check in with consumers and get a pulse on what they really need and what your brand can do to helpquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Pandora's SoundCheck Helps Advertisers Tune Up Performance

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Alli Romano

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