Connected Home Advertising Brings Your Audio Ads Home

The magic of audio lies in its ability to accompany us anywhere, seamlessly weaving into our lives. Whether it's the intimate experience of listening through headphones, sharing a favorite podcast on a smart TV while hosting friends, or energizing daily chores with a playlist on a smart speaker, audio knows no limits and isn’t confined to a single place or platform. 

In the home, the versatility of audio shines. From room to room, and device to device, audio creates a powerful synergy of sound and connection that enhances even the most personal spaces and moments, following the listener wherever they go.

Connected home advertising leverages the strengths of Pandora and allows brands to reach consumers in the comfort and familiarity of their own spaces—driving relevance, resonance, and results.

A device for every vice

Connected devices have become integral to everyday life. From phones, to smart speakers, to TVs, these smart devices make digital audio more accessible than ever. Whether it’s music, podcasts, or live talk shows, the content audiences crave can now follow them wherever they go, seamlessly filling every room in their homes. 

Even when the headphones are off, audio is everywhere. The average US household with internet access has an average of 21 connected devices. 1 Today’s homes are built around connectivity, creating one sonic ecosystem for every resident to hear, which includes brand messages. 

For even more tailored campaigns, Pandora’s connected home real-time targeting enables you to target listeners by device, including: voice-activated devices, gaming consoles, smart TVs, set-top boxes, and speakers. So, you can reach music lovers, gamers, and movie enthusiasts alike. 

Co-listening unifies the home

Audio at home typically gets us out of our headphones and on our speakers, sharing sound with the whole family. Connected devices like smart speakers, TVs, and gaming consoles continue to lead for the most time spent co-listening. So by targeting via these devices, you can reach an incremental audience. Co-listening is especially prevalent on Pandora, where 76% of listeners engage in co-listening and 82% of parents with children younger than 18 co-listen together. 2 Looking to reach a home hosting guests for an evening? Target them on Dinner Party or Dinner Jazz. Aiming to reach a multi-generational household with younger children? Find them on Fam Jams or Pandora Kids. It comes as no surprise that children’s and jazz are two of the top genres for connected home listeners on Pandora. 3

And if you’re looking to target co-listeners by device? In-home audio entertainment owners are +36% more likely to listen with significant others, while voice-activated device owners are +25% more likely to listen with children. 4

Audio powers connectivity for brands

As device ownership grows, digital audio listening skyrockets. That’s because tuning into music and podcasts via connected home devices amplifies life’s moments in the house, no matter how big or small. When brands advertise through connected home, they can be a part of consumers’ daily lives. Pandora listeners hit play throughout the day at home and breathe life into their daily routines and to-do lists, with top activities including focus and studying, cooking, and winding down. 3 Here are other top moments Pandora users listen at home: 4

Brands can accompany listeners during the big and small moments at home—serving audio ads in between songs and based on time spent listening on Pandora. Pick from :10-, :15-, and :30-second ad lengths. If you’re looking for an even more comprehensive solution, you can own the home with connected home takeover—a full-day and limited interruption takeover of connected home on Pandora. 

The power of connected home  

There's no place like home for your ads. Our connected home advertising solution brings advertisers into every corner of the home with seamless, connected experiences on Pandora.

Pandora plays the soundtrack of home life

Pandora’s scale is no joke—reaching 42.7M monthly unique visitors and 263M listening hours weekly. And Pandora listeners spend almost four hours daily listening to the platform at home. 3 This scale allows advertisers to pinpoint and reach listeners in the perfect mood, location, and time for your brand.

Here’s a glimpse of the potential of your connected home campaigns: 3

• 8M Pandora connected home listeners

• 37% of Pandora listeners tune in exclusively on connected home

• 2000+ connected home device integrations

Follow these best practices when advertising on connected home

Crafting an ad for connected home users comes with its own set of best practices that differ from targeting those out and about. 

• Speak to all: Your message reaches wider audiences on connected home. Co-listening is common on this platform, so tailor your ad accordingly. 

• Match the message to the environment: Whether listeners are lounging, entertaining, or cooking, add subtle cues that are contextually relevant for home life. 

• Create a clear CTA: Traditional ad CTAs can include “tap” or “click.” However, if you’re targeting smart speaker users, tailor your CTA around voice or contactless commands. 

The perfect pad for your ads

Wherever families are at home, no matter what they’re doing, connected home follows. The best part about the Pandora connected home offering is that it's available via direct or programmatic buys. Pandora gives our connected home programmatic offering more scale while providing our advertisers the same choice and control they have via direct IO.

Ready to bring your messaging into the home? Lets talk.

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