This document discusses the growing power and influence of audio technologies. It notes that voice is becoming the new touch interface as more devices become voice-enabled. Music is highlighted as a powerful conduit that can drive engagement. Streaming audio is highlighted as a mainstream activity, with nearly two-thirds of Americans listening each month. Personalized music experiences on platforms like Pandora are shown to boost ad performance. The document advocates leveraging the passion point of music and personalized audio to make meaningful connections beyond the screen.

1. T H A N K
Y O U
Engaging in a
G O B E Y O N D T H E M O M E N T W I T H T H E P O W E R O F A U D I O
Connected World

2. C L I C K T O P L A Y

3. C L I C K T O P L A Y

4. Screenl
ess
V O I C E I S T H E
N E W T O U C H
M U S I C I S T H E C O N D U I T
T H E P O W E R O F A U D I O
A G E N D A
C A P T U R I N G A T T E N T I O N I N A
World

5. Voic
e
IS THE
NEW TOUCH
C O N N E C T E D W O R L D
I N T E R N E T O F T H I N G S
S O O N - T O - B E
S C R E E N L E S S

6. T H A N K
Y O U
2 0 0 7
T O U C H + C A M E R A
B A S E D M O B I L E
C O M P U T I N G
1 8 3 2
P U N C H C A R D S F O R
I N F O R M AT I C S
1 9 4 1
E L E C T R O M E C H A N I C A L
C O M P U T E R
1 9 6 7
J O Y S T I C K
1 9 8 3
M O U S E
1 9 9 6
M O B I L E
C O M P U T I N G
2 0 1 4
V O I C E
C O N N E C T E D
D E V I C E S

7. T H A N K
Y O U
2 0 0 7
T O U C H + C A M E R A
B A S E D M O B I L E
C O M P U T I N G
2 0 1 4
V O I C E
C O N N E C T E D
D E V I C E S

8. W H Y F I G H T
W I T H
YESTERDAY’S
STRATEGI E S?
TOMORROW’S
BATTLES

9. 3 1 %
2 3 %
1 4 %
7 %
2 0 %
1 5 %
1 3 %
8 %
3 3 %
3 2 %
3 5 %
3 5 %
1 6 %
3 0 %
3 8 %
5 0 %
1 4 - 1 7
1 8 - 3 4
3 5 - 5 5
5 5 +
User regularly Just started using Don't use, but I am interested Don't use and I'm not interested
U S A G E O F V O I C E - E N A B L E D D I G I T A L A S S I S T A N T S
HAVE YOU HEARD?
Vo i c e E n a b l e d D e v i c e s A r e H o t

10. 80M
C O N N E C T E D
H O M E D E V I C E S
S O L D I N 2 0 1 6
Connected Homes
64%
I N C R E A S E
F R O M
2 0 1 5

11. Scale
U B I Q U I T Y &
2000+
C O N N E C T E D
D E V I C E S
190+
C A R
M O D E L S
P a n d o r a i s i n t e g r a t e d i n t o

12. T H A N K
Y O U
Musi
c
IS THE
CONDUIT
D R I V E S E N G A G E M E N T
S T R E A M I N G G O E S M A I N S T R E A M

13. 5%
7%
12%
17% 16% 15%
21% 20% 21%
27% 27%
34%
39%
45%
47%
53%
57%
61%
ESTIMATED
140M
STREAMI N G HI TS
THE MAINSTREAM
O n e I n Two A m e r i c a n s L i s t e n
To S t r e a m i n g A u d i o E v e r y We e k
2%
5% 6%
8% 8% 8%
12% 12% 13%
17% 17%
22%
29%
33%
36%
44%
50%
53%
ESTIMATED
170M
% W H O H A V E L I S T E N E D T O
I N T E R N E T R A D I O I N
L A S T W E E K
% W H O H A V E L I S T E N E D T O
I N T E R N E T R A D I O I N
L A S T M O N T H
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
N e a r l y 2 / 3 O f A m e r i c a n s L i s t e n
To S t r e a m i n g A u d i o E v e r y M o n t h

14. 8 3 %
5 9 %
3 2 %
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 2 – 2 4 2 5 – 5 4 5 5 +
% B Y A G E W H O H AV E L I S T E N E D T O
I N T E R N E T R A D I O I N L A S T W E E K
S T R E A M I N G A U D I O H A S
B E C O M E
ALL AGE
GROUPS
A HABIT
A M O N G

15. T H A N K
Y O U
#1 IN
MOBILE
TIME
SPENT
1 O u t O f 1 2 M o b i l e
M i n u t e s I s S p e n t
O n P a n d o r a
Messenger App
20.7
12.8
12.3
12.3
6.5
5.3
4.5
4.3
4.2
3.8
Spotify*
Facebook
SoundCloud
Verizon
YouTube
Instagram
Netflix
Snapchat*
iHeart
A V E R A G E H O U R S P E R V I S I T O R P E R M O N T H
• Source: comScore ”Media Metrix Multi Platform,” March 2017 (mobile
P13+); comScore “Mobile Metrix,” March 2017 (mobile P13+) *Spotify &
Snapchat numbers included are based on their [P] property level reporting,
as defined by comScore; Pandora Internal Metrics, April 2017

16. T H A N K
Y O U
The Power of
AudioT H E
H A R D E S T
W O R K I N G
M E D I A
I S B E T W E E N
Y O U R
E A R S .
C L I C K T O P L A Y

17. T H A N K
Y O UNeuroscien
ce Study

18. T H A N K
Y O U
C L I C K T O P L A Y

19. “I was basically told:
‘You are never
showing this ad’”
P H I L R U M B O L
D i r e c t o r O f M a r k e t i n g ,
C a d b u r y
How easy it is to
Understand?
How Relevant it is to
you?
How Persuasive you
Found It?
How Much It Told You
About The Brand?
Source: IPA UK. Thinkbox.
C A M PA I G N
M E A S U R E M E N T
Traditional

20. 0.7
0.3
Time
LinearRelationship
S E C O N D - B Y - S E C O N D M E M O R Y E N C O D I N G
M E M O R Y E N C O D I N G M E A S U R E M E N T

22. T H A N K
Y O U
9%
Dairy Milk Sales
+20%
Reported Brand Favorability
#14
UK Singles Chart
Cannes Grand Prix Lion 2008
Winner, plus many others
G O R I L L A C A M PA I G N R E S U LT S

23. T H A N K
Y O U
Pandora
Neuroscience
Study

24. 49%
More memorable than
average overall radio
advertising
29%
More memorable than
average overall mobile
video advertising
36%
More memorable than average
overall TV advertising
P E R S O N A L I Z E D
M U S I C
E X P E R I E N C E S
B O O S T A D
P E R F O R M A N C E
PANDORA AUDIO ADS ARE …
Source: NeuroInsight 2016, A18+

25. T H A N K
Y O U
T I M E O F DAY
P L AT F O R M
W E AT H E R
DAY O F W E E K
C I T Y
A P P I N S TA L L E D / N OT I N S TA L L E D
D E M O
SHOW ME
YOU KNOW ME

26. T H A N K
Y O U
G O B E Y O N D T H E M O M E N T
T O M A K E
MEANINGF UL
CONNECT I O NS
G O S C R E E N L E S S W I T H
T H E P O W E R O F A U D I O
L E V E R A G E T H E P A S S I O N
P O I N T O F M U S I C
G E T P E R S O N A L I Z E D

27. T H A N K
Y O U
Thank You
gtartgalia@pandora.com
@gabetartaglia
www.dailygabe.com