Industry Trends
88 %
US Persons 13+ have a cell phone
2
Source: Nielsen Mobile July 2012
1 in 2
US Mobile Users Own a
Smartphone
3
Source: comScore MobiLens July 2012
1 in 5
US Mobile Users Own a
Tablet
Did You Know…
By 2014
There will be more mobile internet
users than desktop users
25%
Of US mobile web users ONLY
access the web from their phones
600 Million
Smartphones projected to be sold globally
in 2012
–
2
ndstraight year phones will outsell PCs
$10 Billion
Is estimated to be spent on mobile
advertising in the U.S. by 2016
–
$2B projected for 2012
Sources: Mary Meeker-Morgan Stanley Report; Alistair Brown All Device Survey, e_Marketer
What’s Driving the Mobile Revolution
Source: Nielsen Mobile
Smartphone adoption
•
Smartphones now account for 50%
of all phones in the U.S
.
Tablets, E-Readers and
Portable Gaming Devices
•
Larger screens further bridge the gap
between mobile and the desktop
Faster connection speeds
•
The rollout of 4G and proliferation of Wi-Fi
bring the mobile experience closer to online
broadband
Industry Trends
2011 US Ad Spending vs. Time Spent by Media
6 0% 10% 20% 30% 40% 50% TV Print Web Radio Mobile 40% 6% 22% 9% 23% 43% 29% 16% 11% 1%
Time Spent
Ad Spend
MXS: Mobile’s X% Solution
In this groundbreaking research, it is recommended
that a 7% of a marketers media mix, on average, should
be invested in mobile advertising.
7
Source: Marketing Evolution MXS Research August 2012 http://www.mmaglobal.com/research/MXS
Why Mobile is So Important at Pandora
Majority of the time spent with Pandora is now on mobile
Source: Internal Metrics, September 2012
8 M on th ly L is te ni ng H ou rs ( m ill io ns )
0
10
20
30
40
50
60
70
80
90
100
Mobile
Non-Mobile
12%
40%
75%
25%
60%
88%
Q1 2010
Q1 2011
Q2 FY2013
Industry Trends
Consumers are pushing Apps into the
mainstream at a rapid rate
Growth Rate of Mobile App Unique Audience by Category on Android or iOS May 2012 vs May 2011
In the past year Amazon
Mobile added
8m
users while
Amazon App Store added
6m
Nearly 80% of mobile users have shopped
on their device
11
The Smartphone is more of a shopping
companion
12
Entertainment leads in mobile purchases;
followed by small electronics & clothing/
accessories
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Source: Nielsen ODM Smartphone Analytics Q1 2012
---Entertainment---
--Clothing/Accessories-- ---Small Electronics---
Pandora Mobile Users Shop via Their
Mobile Device
Pandora mobile users spend on average 417 minutes (6.9 hrs)
a month with Retail/Shopping apps
•
This is 4% more time than the average smartphone user spends with the same
Retail/Shopping apps.
Pandora mobile users access their Retail/Shopping apps on
average 79 times a month
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Gatorade’s G Series products,
01 Prime, 02 Perform, and 03 Recover
are designed to fuel athletes
throughout their physical activity.
From warm up, to workout, to cool
down, each product has a distinct
set of attributes and fueling abilities
that make the G Series unique.
Campaign Goals
Target teen athletes heading into
their summer sports training programs. G Series product education was key to Gatorade’s overall teen strategy.
Campaign success would require significant listener engagement with the brand and product benefits.
Gat
or
a
de
G S
erie
s
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Gat
or
a
de
G S
erie
s
Campaign Details
Focusing on the goal of brand education and engagement, Pandora produced custom mixtapes for all three G Series products. The Prime, Perform, and Recover Mixtape song selections were consistent with their respective product line. The campaign included educational audio bumpers and teen-targeted traffic driving ad units featuring images of teen athletes.
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Target: Teens, 13-17 Timing: Summer 2012
Results
Throughout the 2-month campaign, Gatorade received:
485,000+
station adds
3rd overall when compared to all
Pandora campaigns January–August 2012
5
19
,000+
total listening hours
4th overall when compared to all
Pandora campaigns January–August 2012 That’s more than 21,000 days of listening! On average, users spent 60 minutes listening to the G Series mixtapes.
96
%
of station adds and listening
hours was driven by mobile
Gat
or
a
de
G S
erie
s
Key Takeaways
The results of Gatorade’s teen G Series campaign clearly show that:
Pandora provides an active and engaged teen audience.
Teens on Pandora become highly attracted to and engaged with brands when they are provided with valuable content - in this case, a mixtape. With mobile leading the way against Gatorade’s success metrics, we proved how crucial our mobile platform is for teen-targeted campaigns.
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Target: Teens, 13-17 Timing: Summer 2012
Pandora and Mint Dentistry:
Revolutionizing Local Radio
Advertising
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Mobile Audio
Companion Screen 500x500 Following Banner 320x50 Mobile Audio Mobile Audio Ad
Click to listen
Brand Objective
Patient acquisition for
Dallas-based dental practice
.Target Audience
Adults 25-54
Timing
Campaign Highlights
Over 2 million mobile ads reached the
target audience, driving consumers to
the mobile website to learn more about
the company and schedule
appointments.
Pandora’s geo-targeting maximized
media efficiencies by delivering 100%
of messages to key demographic living
within a 10 mile radius of the dental
office.
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