Getting Personal: Device-Level Targeting in the Connected Home

Mar 13, 2019

With over 715M Connected Home Devices last year in the U.S.,1 we all know the importance of reaching this connected, always-on audience. In fact, Pandora’s Connected Home audience is our 2nd largest platform with over 14M Monthly uniques.2

In response to the rapid growth of connected devices, voice is also on the rise. Listening to Pandora through voice activated devices is up 35% YOY,3 and while forecasts for voice commerce vary, those that are most optimistic suggest voice commerce on Alexa could drive $5 billion in revenue for Amazon by 2020.4

3909 Device-level Targeting - R1 Connected Home Mock
This means that it’s time to take Connected Home segmenting to the next level. While advertising via Connected Home devices is proving extremely successful, what if you could get down to a device-specific level as well? Think—a brand looking to promote voice commerce can address audiences connecting from just Voice Activated Devices, or an Entertainment brand looking to drive tune-in can reach those on Smart TV’s and Set Top Boxes. This would ensure you were reaching the right person at exactly the right time.

Pandora’s new Device-Level targeting makes this dream a reality. The recently launched capability packs a one-two punch—the ability to maintain scale while getting more personal with smaller Connected Home sub-categories that meet niche audience needs.

Benefits include:

  • Reaching devices that are the foundation for the rise of voice-commerce and voice-first interactions with brands
  • Eliminating waste and getting that much closer to the point of purchase or tune-in moment
  • Aligning with consumers during contextually relevant moments

Drive Bottom-of-Funnel Action

Pandora has the widest variety of device-level segments on Connected Home. With approximately 2,000+ Connected Home integrations, you are able to optimize engagement with voice apps and drive towards desired outcomes by precisely reaching devices that match your specific use case.

3909 Device-level Targeting - R1 Pullquote

As time spent with home devices continues to grow, it’s more important than ever for brands to hone creative messaging and call to actions to resonate with the device they are showing up on. We can help.

Have more questions? Ready to get started? Get the conversation going by reaching out to us today.

1 Source: U.S. Consumer Technology Association Sales & Forecasts 2013-2018. U.S. Consumer Technology Association Historical Sales Data. January 2018. 2 Internal Pandora Metrics, December 2018 3 Pandora Q3 2018 Earnings Call 4, Voice tech like Alexa and Siri hasn’t found its true calling yet: Inside the voice assistant ‘revolution’

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