Neuroscience Study Finds Ads on Pandora Outperform TV and Radio Spots – Adweek pandora butik online

Neuroscience Study Finds Ads on Pandora Outperform TV and Radio Spots

Can songs shape memories?

Pandora and Neuro-Insight studied how music impacted the long-term memory potential of ads.
Illustration: Dianna McDougall; Source: Getty Images

Much has been written about what our brains look like on music. But what kind of chords are struck when songs play with ads?

To better understand how personalized listening affects the impact of advertising, Pandora commissioned Neuro-Insight—a neuro-marketing company—to measure brain activity in real time as 100 people were exposed to various ads while listening to between 25 and 30 minutes of their personalized playlists. According to the findings, audio advertising elicited a better emotional response in the part of the brain related to long-term memory.

The results, expected to be released today, said that the audio ads within Pandora impacted participants’ long-term memory 49 percent better than terrestrial radio, 36 percent better than TV commercials and 29 percent better than mobile video ads. Pandora’s video ads also performed better, showing to be 5 percent more effective than mobile video ads on other platforms.

According to Neuro-Insights CEO Pranav Yadav, long term memory is like a brain’s hard disk and short term memory is like RAM (random access memory). Every time we restart our computer, the RAM resets. So when it comes to ads, forgetting meaning can act the same way unless it fits into our longer term thoughts.

“If brands are able to make it into people’s long term memory, it’s only then that people go out and purchase that product in the market,” Yadav told Adweek.

Long-term memories can be both implicit and explicit. Sometimes we might remember an actual name or logo, but other times we might just feel like something is familiar. Pandora said the impact on “long-term memory is more than just recall, it includes subconscious memories and is correlated with future consumer purchase behavior.” The results will be used to help Pandora pitch its ad products to brands, according to Keri Degroote, Pandora’s vp of research and analytics. She said the ads were just as effective with older listeners as with younger listeners.

“We hypothesized that ads served in a high-quality, personal and emotive environment would lead to a superior neurometric response compared to the norms Neuro-Insight has established for other media types,” Degroote said in a statement about the findings. “We were anxious to explore collecting data in this new way—and were even more encouraged by what it told us about the power of contextual relevance.”

Pandora isn’t the only company that’s interested in better understanding how ads affect the brain. Last month, video tech company Teads released the results of a study it also did with Neuro-Insight, and last year, WPP agency Light Reaction went to Bethesda, Md, to test how people react to mobile ads. (Light Reaction’s results showed interstitial ads only performed slightly better than banners.)


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PANDORA A/S
Highly Skilled Digital Art Directors

PANDORA A/S, Copenhagen

The Digital Art Directors we are searching for are strong and dynamic in their skill sets, are experienced in developing and executing best-in-class campaigns on retail platforms, and have a track record of creating content that is proven to work.

If this is you, then you will be part of an energetic and focused team that supports the strategic brand position and story through creative digital campaigns, designed to differentiate PANDORA from competitors. You will be responsible for creating innovative and brilliantly executed digital marketing assets, with a focus on bringing the brand to life through campaign launches on our digital platforms.

PANDORA A/S

Indrykket 24. november
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DRIVEN BUSINESS ANALYST NEEDED FOR NEW PRODUCT ANALYTICS TEAM

PANDORA A/S, Copenhagen

The analyst will play a central part in transforming the product decision-making in PANDORA. As part of the team, the analyst will support product directors and senior decision-makers with quantitative analyses that will influence which products PANDORA should sell, which categories to prioritize, revenue forecasting and many other product related decisions.

Main responsibilities:

  • Conduct various product performance reviews as well as deviation detection for Management team and a broad range of other stakeholders in the organisation.
  • Drive forecasting analyses and optimization on product level and overall revenue.
  • Provide analytical foundation for decisions on future product mix and collection structure.
PANDORA A/S

Indrykket 22. november
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Master Data Governance Specialists

PANDORA A/S, Copenhagen

PANDORA’s Master Data Management (MDM) & Governance Team have, with great success, focused on product data, and PANDORA is now ready to expand into other Master Data entities. Therefore we are searching for two Data Governance Specialists to support our business in the journey of master data management.

The objective for you and the team will be to facilitate and support PANDORA´s Data Owner and Data Steward to mature ways of working with MDM. You will be involved in all aspects of data governance from onboarding Data Owner/Data Stewards, assist in data definition and data procedure work, facilitate changes to Master Data using our Master Data Governance model and much more.

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Indrykket 14. november
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Senior Demand Planning Specialist

PANDORA A/S, Copenhagen

DO YOU HAVE A PASSION FOR SUPPLY CHAIN AND A STRONG COLLABORATIVE MINDSET?

The S&OP team in PANDORA has a wide span of responsibilities within the planning of our value chain covering Demand Planning, S&OP planning, Tactical planning and Inventory Management.

Main responsibilities:

  • Continuously develop our global demand planning processes – including our systems and tools supporting this – together with key stakeholders in our value chain
  • Drive the process of aligning our demand plans with our financial plans – done in close collaboration with both Finance and Sales Regions (co-lead with our Senior S&OP planner)
  • Collaborate closely with Regional and Market demand planners to improve the forecast accuracy of our demand plans and support them with implementing new tools and processes to improve ways of working
PANDORA A/S

Indrykket 10. november
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