Pandora recently hosted a digital media summit focused on local market activations at their New York City office. The local advertiser panel was comprised of experienced agency and client representatives sharing lessons learned, having pioneered some of the newest local activations available through Pandora. Topics from branded radio, audience segmentation, optimization, testing and targeting were key to those success stories.
The diverse group of experts agreed that digital media is something that has exponential reach and activation opportunities. Of note, our Senior Vice President, Media, Sara-Beth Donovan pointed out that the scale Pandora currently has warrants a specific strategy for each client to best make use of the many dynamic offerings.
At a time when consumers are being bombarded by messages, and platforms like Pandora are expanding (as evidenced by its recent acquisition of TicketFly), how can brands use digital media to break through?
“Tailor creative to speak to specific audiences. Bring your brand to a universe of ‘show me you know me’” was the advice Donovan delivered.
The evening also included Edison Research’s latest "Share of Ear" study, which quantifies cross platform listening habits. “The disparity among demographic segments was interesting but what was even more interesting was that vehicle listening patterns normalize regardless of demographics,” Donovan added.
In the world of digital media there’s always something new. If you’re like us, you can’t wait to see what is next!
Speaking of new, we’re proud to announce the launch of a new website for our Media Only team. It uses multimedia to demonstrate how Mintz + Hoke Media Only creates unexpected brand-building ideas to extend media budgets and encourage engagement at the right time in the right places. Learn more about this unique blend of services, including research, integrated planning, experiential programs, media buying, promotions, social media and analytics here: http://www.mhmediaonly.com/
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