2. Cross Platform Audience Behavior Today's consumer has multiple screens and millions of choices. What we need is a better, simpler way to see all the angles. 1
12. 48% EXCLUSIVELY access Pandora via mobile Both have low duplication among their PC and Mobile Devices Both less than 5% PC: Home & Work Mobile:Phones & Tablets Other: Shared Machine Access (ie Libraries, Schools, Cafes etc.) 10
19. 20% or all iPhones have ESPN’s ScoreCenter App15 Source: comScoreiOS Application Report, U.S., May 2011
20. Real Audience Active Reach: Pandora 52% 50% Install Rate Pandora iPad App Active Monthly Usage 19% Install Rate 16 Source: comScoreiOS Application Report, U.S., May 2011
21. Real Audience Active Reach: ESPN 75% ESPN ScoreCenter iPhone App Active Monthly Usage 19% Install Rate 17 Source: comScoreiOS Application Report, U.S., May 2011
22. Real Audience Active Reach: Hulu 54% Hulu iPod touch App Active Monthly Usage 3% Install Rate 19% Install Rate 18 Source: comScoreiOS Application Report, U.S., May 2011
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24. Time spent with Hulu on the iPhone is 127% greater than the time spent with the service on any other iOSdevices19 Source: comScoreiOS Application Report, U.S., May 2011
The industry has been trying to crack the cross platform nut for many years-Project Apollo??
Topic of cross platform audience behavior is not going away, in fact it seems to be more prevalent than everIt’s a powerful & highly sought after skill. We see it popping up in job descriptions There are dedicated reports issued by industry leadersThose who achieve cross-platform excellence grab headlines
Shift in consumer consumption habits is changing the way media is planned, bought & soldTo understand the true potential of cross platform we need to start at the basics…audience measurementAs media consumption shifts to emerging platforms like mobile devices and tablets, the effects on accounting for audiences and activity levels only becomes more pronounced with time.
Your probably wondering, what is a girl from Pandoradoing on stage telling me about cross platform measurementSmartphone and tablet users are shifting a meaningful share of their total media consumption away from traditional PCs. Continued adoption of these digital access platforms has significant implications for publishers who get paid by advertisers to reach specific audiences at scale. Specifically why we (pandora) are so invested in accelerating cross platform measurement because it is imperative to have a 3rd party validate what we’ve known to be true for quite some time…over 1/2 of our listenership comes thru a mobile deviceThere are many ways you can go about wrapping your head around cross platform and we could talk for hours about what combinations of media to attackToday I’m going to focus on the digital side of the media spectrum, specifically demonstrating some of the tools we at Pandora employ to gain full understanding around PC, Mobile & Tablet audiences
In order to grasp the effect that Total Universe reporting has on audiences, let’s examine the impact for a few key publishers.
Now that we know how many mobile & tablet users are available to reach, the next area we need to get smart on are the unique behaviors of the mobile & tablet consumers
In order to grasp the insights that the iOS Report has to offer, let’s examine a few key publishers.
So its one thing to have a lot of installs…but they don’t do a bit of good if no one is actively using the app.Its critical in maintaining an audience to have users actually USE the app day over day, week over week, month over month
So its one thing to have a lot of installs…but they don’t do a bit of good if no one is actively using the app.Its critical in maintaining an audience to have users actually USE the app day over day, week over week, month over month
So its one thing to have a lot of installs…but they don’t do a bit of good if no one is actively using the app.Its critical in maintaining an audience to have users actually USE the app day over day, week over week, month over month
Now we have line of sight into the active open rate, the next question is How Much Time are users Spending?
Reaching users without boundaries is easy with Pandora’s multi-platform radio and display ads. Pandora follows consumer behaviors and is accessible anywhere consumers go. Consumers continuously listen to Pandora throughout the day across 200+ home electronics and mobile devices, online, in their cars and on home entertainment systems. CE and Tablets dominate weekend listening hours.
