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Pandora’s Sonos Integration Opens More Advertisers To The Connected Home

“It is now easier for listeners to access and control all of their music from Pandora, whether it’s from the Sonos app, with voice, and now from within the Pandora app – all working together seamlessly," says Sonos' Allen Mask.

Pandora’s Smart Home strategy has been continuing with a series of steps designed to make the use of the streaming music platform easier for consumers as well as advertisers.

While listening to Pandora has been accessible on Sonos’ speakers for years, the two brands have partnered on new ways for listeners to employ voice-activation controls.

In keeping with Pandora’s philosophy that “voice is the new touch,” listeners can now control Sonos directly through the Pandora mobile app and command Pandora stations with spoken commands via Alexa. The new experience also includes support for Premium, Pandora’s on-demand service launched earlier this year.

In terms of the marketing potential for Pandora, which has an Alexa Skill in the Amazon Echo — as well as a similar presence on Google Home’s voice-activated assistant — this new integration on Sonos will be an opportunity for advertisers to expand their potential audience reach, as its app users have more ways and places to listen.

For Pandora, this expanded alliance with Sonos is another example of what it considers to be a huge opportunity to reach audiences through connected home and voice-activated devices.

“Pandora listeners love the in-home music experience we’ve created with Sonos, having logged over 250 million hours this year alone,” said Chris Phillips, Chief Product Officer, Pandora. “We have made it easier than ever to control your home audio listening experience by adding beautifully designed features inside the Pandora app to control your Sonos.”

More than 50 percent of Sonos owners across the country use Pandora throughout their home, the company said, as Pandora’s platform is available on more than 48 million activations on consumer electronics devices generally.

“Sonos owners have enjoyed their favorite Pandora stations in any room since the service joined the Sonos platform back in 2007,” said Allen Mask, VP of Partnerships at Sonos. “It is now easier for listeners to access and control all of their music from Pandora, whether it’s from the Sonos app, with voice, and now from within the Pandora app – all working together seamlessly.”

The adoption rate of smart speakers with voice assistants grew 140 percent from 2015 to 2016, according to a survey from music streaming service Pandora and Edison Research.

In particular, Pandora usage on these devices grew by a 282 percent year-over-year.

In Pandora’s 2018 Definitive Guide to Audio, which was released last month, the streaming music platform has been attempting to make the case that the latest shift to Connected Intelligence-based devices represents another leap past terrestrial radio. In essence, the rise of voice-activated devices extract all kinds of data from the Knowledge Graph and therefore create even more personalized experiences for consumers.

With that growth in mind, Pandora sought to get a sense of how the rise of devices such as Amazon’s Alexa, Apple’s Siri, Google Assistant, and Microsoft’s Cortana is opening up new opportunities for marketers to reach multiple household members in contextually relevant ways they couldn’t before.

The research bears out much of what NPR found in its examination of the role of voice-activation and consumers’ media usage this past summer. Roughly 65 percent of people who own an Amazon Echo or Google Home can’t imagine to going back to the days before they had a smart speaker, and 42 percent of that group say the voice-activated devices have quickly become “essential” to their lives, NPR’s research said.

Among the obvious points both NPR and Pandora’s separate studies found: listening to music was the initial reason people sought these devices for. But the use cases of have quickly mushroomed.

In last week’s kick off its first dedicated ad targeting program aimed at voice-activated devices with Nestlé Waters, Eric Hoppe, Director of Product Management at Pandora, told us how Smart Home devices required specific ad formats, as opposed to repurposed ones.

“We see targeting through connected-home devices as an opportunity for both brand building and a way to drive store visits,” said Hoppe. “Audio acts as a powerful tool to establish an emotional connection with audiences, and connected devices offer an even greater level of intimacy, particularly within the home where listeners are more receptive and their environment acts as a contextual trigger. Pandora on connected-devices can drive very specific results and actions through data and technology – advertisers can target more than 2,000 audience segments with the right message at the right time, based on brand objectives.”

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.