Streaming Radio Service Pandora “listens” to Your Data for Ad Targeting
By: Jeff Chester | Oct 11 2017
Leading radio streaming service Pandora partners with Oracle Data Cloud on two important measurement initiatives: a custom offline sales meta-test of consumer packaged goods (CPG) campaigns and automotive Buy Through Rate (BTR) measurement.
Connecting online ad exposure to offline sales requires billions of data points. Massive scale is crucial. With more than 76 million logged-in listeners per month, 1 billion data signals every day, and cross-platform reach, Pandora is uniquely positioned to provide our advertisers with the crucial data they need.
In both the CPG and Auto studies, Pandora‘s listener data was matched anonymously, one-to-one with Oracle Data Cloud user-level data set. Pandora’s cross-platform media was then connected with offline transactional consumer data from the Oracle Data Cloud.
For marketers, being able to accurately measure a campaign’s impact on in-store sales truly is the holy grail. With 67% of the buyer’s journey happening online, digital marketing has never been more directly connected to offline sales. It’s also the thing that keeps marketers awake at night and a challenge that here at Pandora, we’ve taken to heart.
Campaign-level sales insights are equally important for automotive marketers as their CPG counterparts. Yet, auto purchase cycles are even longer and more complex, making sales attribution a struggle.
Pandora is proud to lead the charge in this space and is the first non-endemic publisher to leverage Oracle Data Cloud Buy Through Rate at a raw impression/user level, exposing detailed and granular campaign-level insights.
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