‘Every brand needs to consider sound’: Pandora’s executive creative director Lauren Nagel
Pandora is back at SXSW, but with a much more subdued presence than it had in years past — no dedicated event space, just meetings. Digiday spoke Lauren Nagel, vp, executive creative director, about the push for brands to create their own signature sounds and audio measurement. This conversation has been lightly edited for clarity.
Why are you at SXSW?
I always say Pandora has been at this party for a long time and finally people are coming to the party. The main panel that I’m on focuses on consumer behavior shifting to audio and how are brands getting to that space. Having this broad perspective on everything from mom and pop, local to the global campaigns that are translating potentially large video or TV commercials into an audio experience. I’m so endlessly fascinated on this creative shift to brands needing to understand their sound and feel.
Does every brand need its own sound or need to participate in audio?
Every brand needs to consider sound as a key part of its initial strategy. It’s the same way as everyone is looking across mediums and thinking about the expression of the brand, with the goal of meeting audiences where there are. When you start looking at the stats of people consuming audio, your audience is listening, and in that sense, it seems amiss to me to not be considering a sound in an audio strategy. That said, that’s the beginning of the conversation. That doesn’t go to every brand needs a jingle. The manifestation of a sound strategy could be a voice activation, jingle or just how does the expression of our brand exists in the space. Because people are less familiar with audio as a creative medium, you see the shortcut into a jingle.
What do you think about the state of maturity for measuring audio ads?
I think when you think about traditional formats of audio messaging, it’s radio, and it’s going out into an abyss of no metrics. Did someone hear it? Switch stations? Those are the metrics, and insights have traditionally been really poor. But Pandora operates differently. Not only do we know did [the ad] play; our entire insights lab is around measurement — who is hearing this, how are they responding? — to really drill down and demystify: Did someone skip, is someone hearing this or is it jarring? Some of that comes down to the way that audio advertising shows up on Pandora. Having one to two ads every four or five songs is very different than AMFM blocks. I think one of the challenges Pandora has had is helping people understand we’re not in that old school terrestrial radio space. There are ways to measure audio and the consumer behavior of audio.
Health app makers are on notice amid FTC data rule refresh, but some privacy experts say the regulator has gone too far
The Federal Trade Commission will begin applying an old rule governing health data privacy and security. Some privacy experts say it's a convoluted approach that already is causing confusion.
‘I’m ambitious for us’: How Peloton CMO Dara Treseder made community her selling point
A year into her role as Peloton's svp and head of global marketing, Dara Treseder discusses spinning storytelling in service of community.
How Salesforce is gathering its own customer data through its new streaming video play
Salesforce is combining data from Salesforce+ with data gathered from sales and customer service channels viewers inside its customer data platform.
SponsoredHow legacy publishers are transforming into profitable streaming channels
Navdeep Saini, co-founder and CEO, DistroScale, parent company of DistroTV Connected TV (CTV) has become one of the fastest developing channels in advertisers’ marketing mix today. The pandemic led to an increase in CTV consumption, with 75% of consumers watching more streaming content than before quarantines set in. With streaming viewership continuing to gain momentum, […]
‘We’re all figuring out what our new reality is’: How DTC underwear brand Thinx is diversifying its media mix with more OOH
As a cookieless future and Apple's data privacy updates loom over advertisers, at least one DTC brand is diversifying its ad spend by doubling down on OOH efforts.
Pay On Demand: Immediate payment for work growing in popularity as tech companies fight for talent
On-demand pay could be just the ticket for industries like the restaurant business struggling to find and keep workers in key roles.