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
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
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
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
Last time, I talked about mobile, millennials, music.
In the 12 months since I spoke at MDMC last, there’s been some pretty significant shifts in media and how we consume it, So, today, we want to talk about the capturing attention in this evolving screenless world, gen z (the newest generation of consumers) and why music continues to transcend generations, cultures, and where it remains one of the most powerful platforms/strategies that any brand should consider/utilize
What ties it all together is AUDIO.
