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HEADLINE:

Case Study

SUBHEADLINE:

Florida Hospital Increases Mobile Traffic by 500%

VISUAL:

Memorial Healthcare Logo

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Memorial Healthcare System was looking to promote a new, free online cardiac risk assessment tool and build awareness for its cardiac services. It sought to reach their target demographic of adults, ages 40-55, in the South Florida area.

The Objectives

· Drive traffic to the online cardiac risk assessment tool

· Engage consumers within target demographic and geographic areas

· Make quality care more accessible

The Opportunity

With 80% of total listening hours occurring on mobile and other connected devices, Pandora is an effective medium for reaching busy, on-the-go consumers of all ages. Additionally, 81% of Pandora listeners report using mobile devices for healthcare-related activities.

The Pandora Solution

Memorial Healthcare leveraged a strategic mix of Pandora advertising solutions to capture quality attention for their brand message:

· Audio Everywhere: Served across web, mobile, tablet, and more than 1,000 connected devices.

· Display Everywhere: Delivered to listeners upon interaction with the ad.

· Geographic and Demographic Targeting: Tailored to ensure the campaign reached the precise audience.

The Results

During the two-week Pandora campaign, Memorial Healthcare System saw a 500% increase in mobile traffic to the online cardiac risk assessment tool. The campaign drove more than 37,000 clicks from a qualified audience that represented the hospital’s target demographic and geographic areas. The Display Everywhere component alone garnered a 1.30% CTR, which is 69% higher than Pandora’s internal benchmark.

To find out more about advertising with Pandora, visit advertising.pandora.com. Until April 31st, 2016 Pandora Advertising is offering a 10% discount off the total cost of your campaign when you enter the code 50F13311 at the time of your inquiry submission.

FOOTNOTE:

advertising.pandora.com

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HEADLINE:

Case Study

SUBHEADLINE:

Pandora Grows Awareness by 52% for the Ad Council With Sponsored Listening

VISUAL:

Ad Council Logo

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The Ad Council is a private, non-profit organization that has produced thousands of PSA messages. Many of these are iconic, like “Only You Can Prevent Wildfires,” and “Friends Don’t Let Friends Drive Drunk.”

In 2015, the Ad Council aimed to promote diversity and inclusion through a campaign called “Love Has No Labels.” The campaign leveraged video of real-life relationships to drive home the message that love often transcends traditional boundaries.

The Objectives

· Increase awareness of the “Love Has No Labels” message among adults 18+

· Influence perceptions of issues related to diversity and inclusion

· Celebrate diversity and encourage positive change in society

The Opportunity

The Ad Council needed a partner that could provide innovative, engagement-based advertising solutions that would capture the attention of a wide audience. The Ad Council recognized that Pandora could significantly scale the “Love Has No Labels” campaign with its audience of 83 million active monthly listeners.

The Pandora Solution

The Ad Council chose to utilize Sponsored Listening, Pandora’s latest engagement-based advertising solution. In exchange for watching the Ad Council’s video content, Sponsored Listening allowed Pandora users to enjoy 1 hour of ad-free listening.

The Results

The campaign successfully generated:

· A +52% lift in Ad Awareness among adults 18+.

· A +72% lift in Ad Awareness among Young Millennials, ages 18-24.

By combining massive reach with an engagement-based media solution, the Ad Council had a significant impact. A Millward Brown Digital study reported a 63% lift among young Millennials wanting to learn and research more on the topics of diversity and inclusion confirmed the PSA campaign had achieved its primary goal of creating positive change in society.

Beth Ellard, Executive Vice President at the Ad Council, also added, “We were thrilled with the impact of the campaign and look forward to continuing our partnership with Pandora and Sponsored Listening to further our messages about implicit bias.”

FOOTNOTE:

advertising.pandora.com

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HEADLINE:

Case Study

SUBHEADLINE:

Woodbury University Drives 4,000% Increased Site Traffic with Pandora

VISUAL:
Image of students interacting on Woodbury campus

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Technology has changed the way students plan for college: research shows that 97% now report visiting a school’s website on mobile. With more information at student’s fingertips, they have more opportunities and apply to more schools than ever before.

While technology has opened doors for students, it has created greater competition for higher education marketers. Schools must communicate more effectively than ever to create awareness and meet enrollment goals.

The Objectives

Woodbury University, one of the oldest institutions in Southern California, partnered with Pandora to strengthen their brand, increase awareness about their Undergraduate and MBA programs, and grow the number of new visitors to the campus tour section of their website.

The Opportunity

With 78 million unique monthly listeners and the fact that students spend a lot of time listening to music, Woodbury University recognized Pandora as an ideal platform to connect with potential new students.

The Pandora Solution

Woodbury University leveraged a strategic mix of attention-based media solutions to capture the attention of their target audience:

– Audio Everywhere

– Display Everywhere

– Mobile Display

– Age, Gender, HHI, and Hispanic Targeting

The campaign utilized Pandora’s proprietary and 3rd-party targeting capabilities to customize ad creative and seamlessly deliver the right message to the right listeners. Woodbury University promoted the San Diego graduate program to adults ages 21-49 in the San Diego DMA who make more than $100,000 a year. Additionally, ads ran in the Burbank/Los Angeles DMA to adults ages 21-49 for that campus’ MBA program, as well as to Hispanic adults ages 13-24 for the undergraduate offerings.

The Results

· A 4,000% increase in page views to the campus tours page during the flight

· 97% of all Pandora traffic was unique visitors

· 96% of traffic during the campaign flight came from Pandora

Woodbury University’s mix of Pandora’s Audio and Display products worked in harmony to grab attention and engage listeners.

In the words of Shari Gibbons, Chief Marketing Officer at Woodbury University:

“Not all digital advertising opportunities are created equal. We have experimented with other major media outlets and have found a wide range of efficacy and ROI. Pandora continues to deliver in both categories and we appreciate their focus on analytics with a strong eye for the creative content.”

FOOTNOTE:

advertising.pandora.com