Signal Boosting Brand Awareness with Pandora Music Advertising
The Situation
Our client, a supplier of home renovation products and services, was using SiriusXM to boost brand awareness and connect with its customers – some of them, at least. Market research indicated that the radio service’s audience was primarily male, while much of our client’s target audience was female, leading to missed opportunities and reduced ad spend efficacy.
The Solution
We planned and executed a direct marketing campaign on Pandora, a subscription-based music streaming service already owned by the SiriusXM corporation. To ensure the success of our Pandora advertising, we tactically placed quality spots and ad reads within female-skewing podcasts to reach that segment of our client’s audience, grow customer traffic, and maximize brand awareness among likely decision-makers.
The Result
The Pandora radio advertising campaign’s results were exceptional, leading to a 33% year-over-year increase in website traffic and hundreds of thousands of new web sessions. Overall, this project exemplified the value of strategic targeting and knowing where to position media for maximum effect.
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