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Car Dealer Says Pandora Works

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4-6-2012

For months there has been a back-and-forth battle between radio and Pandora. Some in radio say listeners are already tiring of Pandora's advertisements when all consumers really want from them is music. And, Pandora has been telling everyone radio's advertisers are who they are going after. William Feinstein is the President of Planet Honda in New Jersey. He was so impressed with the results and the trackability of his campaign with Pandora that he signed on for a year.

Yesterday Feinstein pulled up his Google analytics statistics for us and cited how consumers who visited his website through an iPhone spiked during his Pandora campaign. Advertisers clearly want trackability and, like Feinstien, they are more sophisticated and require more than a ranker with extrapolations. Feinstein was pitched Pandora by a local rep who used to work for Clear Channel. And, it didn't hurt that he's been a subscriber of the service for years. We spoke to Feinstein yesterday to ask him why Pandora and why not radio.

Here's Our Interview
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(4/17/2014 11:12:53 AM)
A local ad impression delivered by an audio source from the cloud is still so novel compared to a radio ad that I'd think a prospect is far more likely to mention its source to the advertiser than when s/he hears a radio ad. This can significantly inflate the advertiser's perception of the success of his Pandora ad.

- Dennis Jackson
(4/17/2014 8:39:27 AM)
We use Pandora extensively for some of our agency's clients. But we also use radio extensively. Both media work very well if the creative message connects with the potential buyer of the advertiser's products and if the media buy is properly bought. It's not one versus the other; each has a significant place. You just have to know how to use each media as both are different, and it takes different approaches on each to get results.

- John Haggard
(4/12/2012 6:43:21 PM)
PT Barnum would absolutely love Pandora; from the name alone to the production value...let's not forget his grand "10Cents to see the Great Egress" ! That man loved a good show.
I'm also reminded of Oz...whatever you do, do NOT look behind the Green Curtain.
I believe Pandora has a place, absolutely - but to compare it to or refer to it as "radio" is a misnomer - at the very least. Juke box, playlist, digital music delivery system - YES! Radio, no.
And the methodology and minimum and maximum spots is just dizzying. What is the sustainability of one commercial every 20 minutes? When the avg listener to P (via Triton) is 40 minutes, how do they guarantee a listener will hear a client's spot 2x? How would P be able to provide this to any other, much less 4 or 5 other advertisers??
He's been a "subscriber" for years? Me too. Wanna know how many times I've been on? Wanna guess how many times he's been on? Notice he didn't say he was a Listener or a User...he said Subscriber.
And Impressions - seriously - since when does Radio not have Impressions? A long time ago buyers wanted to go to Ratings and forget Impressions - where's that guy's radio-rep with those?
And, if memory serves, Radio's numbers are extrapolated (think that was his favorite word in the interview) by third party sources - can P say the same? After all Radio doesn't supply its own information to a third party to then ask that party to measure it. Can you imagine if they did!? P is still insignificant enough to get away with Self-Reporting....but soon...that too will end. Green curtain, green curtain, green curtain...
And buying by county? Which counties? The county of the IP address of the device the end-user has accessed P through? The county a potential car-buyer lives in or the county that person works in? I live in a big state - most of the 100 people in my office live in 1 county and work in another - there are 11 counties in my DMA, my office peeps live in 11 different counties. Oh - and all of our computers at our desks - where we might access P - all of the IP addresses are in another city five hours away.
Ubiquitous Pandora isn't, nor should it want to be.
Radio, Pandora isn't, nor should it want to be.
If you're a Lion, roar and be a Lion.
If you're a chicken-hawk, be a proud chicken-hawk! After all, Foghorn Leghorn loved that lil guy!

- Smoke & Mirrors
(4/8/2012 7:48:01 PM)
to those who call jocks
blather they should read of thehistory of radi over thelast 20 years and see how corporate radio as literally watereddown the personality . side of broadcasting
people relate to people they like music but good onair communication still sells. as for track ability that remains a major issue and with the advent of theppm it may be an issue that is " on its way to be resolved "

- lee pettigrew
(4/6/2012 2:00:31 PM)
Once again, Ken nails it right where the bleeding is the most profuse. I only take issue with one of Chuck's points - and not because I disagree, but because there are solutions.

If Radio's bacon is to be saved, it will be as a result of addressing two important, internal issues. Those being: 1.) The production of inferior spots and 2.) The training and/or re-training of Talent. Anything else just stirs up more clouds of distaste or indifference.

- Ronald T. Robinson

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