Pandora Debuts Test & Tune In-Campaign Measure

US-based Internet radio service provider Pandora has beta launched a suite of in-campaign measurement capabilities called Test & Tune, to better understand the relationship between creative and its impact on ad effectiveness, and develop signals for advertisers to inform creative decisions.

Pandora claims to connect brands with its network of more than 92 million listeners through its personalized environment. Validated by Kantar, the firm's new control testing capability has been developed by the Pandora's Insights Lab to survey listeners in order to understand how audio advertising resonates with audiences. This helps advertisers understand sentiment around their ad creative across areas such as brand recall, message association, and memorability. In addition, the Test & Tune methodology is designed to understand causal effects by combining ad exposure data with other metrics, including data drawn from surveys and credit card payments.

Unlike observational methodology and correlation, Pandora says its new capabilities segment a randomized portion of a brand's targeted audience to be the control group, made up of listeners who are not exposed to a brand's audio ads. For those in the control group who would have received the audio ad, Pandora records a 'ghost' impression, which enables the firm to identify the causal effects of advertising on those who heard a brand's ad, versus those who would have heard the ad.

According to Pandora, Test & Tune is an evolving suite of measurement options built on an experimental design platform. 'We expect to be rolling out more opportunities to measure, including creative split testing, client-side tags, and other data sources,' the firm added in a statement.

Web site: www.pandoraforbrands.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.