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Pandora And Placed Attribution Alliance Four Years Later: Brands Saw Double-Digit Lift In Visits

The partnership drove "double-digit lift in store traffic for Lane Bryant and an incremental $110 million in revenue for the Las Vegas Convention and Visitors Authority," says Placed's Jim Watson.

Since Pandora tapped Placed to provide proof that its local ads were generating foot-traffic in early 2014, 100 major consumer brands have run campaigns on the music streaming platform with ​offline attribution platform’s measurement embedded.

And as Pandora continues to expand its programmatic ad solutions along with its pursuit of voice activated smart devices as a new, key channel for audio ads, the two companies figured it was a good time to tally the results of their four-year-old alliance. As Pandora’s Preferred Partner for offline attribution, Placed has measured 400-plus campaigns for Pandora, its attributed more than 60 million incremental offline store visits to campaigns running advertising across Pandora’s streaming music service.

“It’s exciting to hit this milestone in the partnership between Pandora and Placed,” commented Jim Watson, Placed’s SVP for Strategy, who noted Placed helped to drive double-digit lift in store traffic for ​Lane Bryant​ “and an incremental $110 million in revenue for the ​Las Vegas Convention and Visitors Authority​.”

“Pandora’s clients require demonstrable results from their campaigns, and Placed is the preferred partner they trust to measure their campaigns.” added Keri Degroote, head of Sales Research & Analytics at Pandora. “Placed’s industry leading attribution methodology provides the objective results required by our clients and is able to handle the scale of campaigns running across our platform.”

With advertisers ranging from restaurants to tourism to retail, Pandora campaigns deliver real business results for brands – 20 percent more likely to drive incremental visits than the Placed industry benchmark.

“Over the years, we’ve seen the volume of campaigns increase as brick-and-mortar industries have learned the value of mobile advertising plus offline attribution insights,” Placed’s Watson noted.

While not directly connected, it’s worth noting that Pandora recently partnered with Placed’s parent Snap as the music streaming launch partner for Snap Kit, the Snapchat company’s new platform for developers — a move that sees both parties aiming to take advantage of the inherent “sharing” nature of the social platform to drive song shares and engagement.

In terms of how the partnership works, Pandora laid it out this way: “With the scale of its campaigns, Pandora has access to rich historical data from Placed Attribution. Using this Placed Attribution data, Pandora can advise their advertisers about the best ad products for each vertical – with the power of Pandora’s massive logged-in user base, coupled with its in-house and third-party data and targeting capabilities, Pandora is helping advertisers understand throughout the purchase funnel by vertical if their advertising is working and driving strong ROI results in the real world.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.