Celebrating Creativity through Sound: Esurance & Serial
June 19, 2016
The advertising community gathers at Cannes Lions this week to celebrate the power of creativity. At Pandora, creativity is the beating heart of the music people discover and love. It’s also the lifeblood that advertisers pour into their work to create a truly connected experience for their audience.
This week, we’re #celebratingcreativity by showcasing our innovative brand partners and their inspirational campaigns that feature attention-based media solutions through the use of Sight, Sound, Motion, Storytelling and Social Change.
The popularity of Serial comes in the midst of an Audio Renaissance. Over the last 10 years, podcast listenership has grown steadily, reaching almost 90 million U.S. listeners in 20151. Now, more than 4 in 10 Millennials listen to podcasts at least once a month2. As a leader in audio, Pandora partnered with Serial to bring new best-in-class content to its listeners. Esurance used this first-to-market sponsorship opportunity to creatively capture audio attention.
- 11.7 million streams streams, creating signficant time spent with their messaging 3
- 3X increase in sponsorship association 4
- Positive increase in brand favorability and digital ad awareness 4
You don’t need to attend Cannes to know that creativity is the currency of our culture.
To read the case study and learn more about eSurance and their exclusive Serial sponsorship.
1 Edison Research and Triton Digital, The Infinite Dial Study, 2015
2 Edison Research, The Podcast Consumer, May 2015
3 Pandora Internal Metrics
4 Milward Brown Brand Study