Centro & pandora

1 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY

ENGAGEMENT REDEFINEDBREAKING THROUGH IN A CONNECTED WORLD

2 CONFIDENTIAL AND PROPRIETARY

1. Christmas

2. Today’s Christmas

3. 90s Christmas

4. Christmas Traditional

5. Country Christmas

2014 Top Holiday Genre Stations

1. Let it Go Idina Menzel (Armin Van Buuren Remix)

2. Happy Pharrell

3. Let it Go Idina Menzel

4. All About That Bass Meghan Trainor

5. Turn Down for What DJ Snake & Lil Jon

Top Songs Added 2014

PANDORA ROCKED THE HOLIDAYS

Source: Pandora Internal Metrics, December 2014

86M

30M

1.8B

22:15HRS

Monthly Unique Visitors

Daily Unique Visitors

Record High (Christmas Eve)

MobileYOY MUV increase

Hours Streamed (+16% YOY)

Average Time Spent Listening

Per User

Connected HomeYOY MUV increase

Connected CarYOY MUV increase

Fun Fact 3 of the top 10 songs added in 2014 were from the movie Frozen.

10% 30% 76%



Music is a way for me to relax, feel motivated

about things (like working out), it’s a form of

distraction when I am stressed…

Pandora Listener, Chicago

The right music helps set the mood,

change the mood, bring people up

or mellow people out.

Pandora Listener, Denver

Listening to Music is almost like

talking with a good friend….

Pandora Listener, Denver

@PatriciaAWolf:

Thank you @pandora_radio for the awesome lullaby

stations. My baby girl is sleeping peacefully now.

#exhausted babygirl

@ChelseaRogers:

Last push on my final paper...time for

Christmas @pandora_radio to get me through

this. #procrastinationstation

@shawnthezombie:

@pandora_radio Just wanted to say thanks! I have lost 75

lbs by walking and changing my diet. Pandora was with

me every step of the way

75% CHOOSE MUSIC

AS TOP CHOICE FOR

ENTERTAINMENT.


Source: Nielsen, Music 360 Study, 2014


THE FUTURE OF MUSIC:NOW STREAMING ON A DEVICE NEAR YOU

Source: Edison Research, Share of Ear, Fall 2014; Edison Research, The Infinite Dial, 2014

12% OF ALL AUDIO IS STREAMINGLISTENERS SPEND 13 HOURS PER WEEK ON INTERNET

RADIO


COMPETITOR LAUNCH DATE

PANDORA LEADS THE PACK

Source: Pandora Internal Metrics, December 2014

86.3MMUV


21.0

18.7

9.7

6.1

AVG. HOURS SPENT LISTENING PER USER PER MONTH

#1 IN MOBILE TIME SPENT


Source: comScore, Mobile Metrix, U.S. A18+, November 2014


ARTISTS. LISTENERS. ADVERTISERS.

TRANSFORMING THE MUSIC ECOSYSTEM







SMART DATA. SMART SOLUTIONS.


PANDORA PLAYS THE SOUNDTRACK TO LIFE

Source: Pandora Annual User Study, 2014

SOCIAL INFLUENCERS FOOD & MUSIC

MEANS OF

ESCAPECOMMUTING

EXERCISING

ENTERTAINING

TIME WITH THE KIDS

MEN & SHOPPING

42%of moms listen toPandora with their kid(s)

31%of men listen while running errands or shopping

68%listen while entertaining

63%listen while exercising

67%listen while cooking or eating meals

42%listen while commuting

64%of millennials listen as a means of escape

52%of Hispanic listeners say music plays a significant role in their social life


WHAT IS GOOD FOR THE

LISTENERIS GOOD FOR THE

ADVERTISER



MOBILE ROI: CRACKING THE CODE

Source: Placed, Mobile Studies, 2014; Millward Brown, Mobile Brand Impact Norms, across 29 mobile campaigns, 2014

MOBILE DRIVES IN-STORE TRAFFIC

18%Listeners who were exposed

to Pandora’s mobile interstitial

ad were 18% more likely to

visit a store.

TELCO

48%Listeners who were exposed to

an ad on Pandora were 48%

more likely to visit a store.GROCERY

MOBILE DRIVES BRAND IMPACT

19%Lift in ad

awareness

18%Lift in message

association

11%Lift in purchase

consideration and intent



EXPERIENTIAL ENGAGEMENTDIGITAL ENGAGEMENTAUDIO ENGAGEMENT

PREMIUM PROGRAMMATICTARGETING LOCAL ENGAGEMENT

BEYOND THE CLICK.IT’S TRUE ENGAGEMENT.

14 CONFIDENTIAL AND PROPRIETARY14 CONFIDENTIAL AND PROPRIETARY

TIME SPENT IS THE NEW CURRENCY

ENGAGEMENT REDEFINED

15 CONFIDENTIAL AND PROPRIETARYCONFIDENTIAL AND PROPRIETARY

AUDIO ENGAGEMENT

CONFIDENTIAL AND PROPRIETARY


12% OF ALL AUDIO IS STREAMING

Source: Edison Research, Share of Ear Study 13+, Fall 2014

AMERICA’S SHARE OF TIME SPENT LISTENING TO AUDIO SOURCES

56.1%

11.8%

17.3%

6.4%

5.3%

2.0%1.1%

AM/FM Radio

Streaming Audio

Owned Music

SiriusXM

TV Music Channels

Podcasts

Other


PANDORA DOMINATES STREAMING AUDIO

Source: Edison Research, Share of Ear Study 13+, Fall 2014

55.0%

19.0%

10.0%

7.0%

9.0%

Pandora

Spotify

iHeart Radio*

iTunes

Other Streaming Audio Brands

SHARE OF TIME SPENT WITH STREAMING AUDIO


AUDIO IS THE KEYTO UNLOCKING THE MOBILITY MINDSET



PANDORA’S ENGAGED AUDIENCES

Source: Internal Metrics, October 2014

49%CLICK ON ADS

Across all platforms,

Connected Car listeners are

highly responsive to ads.

Connected Home listeners average

daily time spent listening is 24%

longer than the average listener.

CONNECTED CAR AND CONNECTED HOME LISTENERS

ARE HIGHLY ENGAGED AND RESPONSIVE.

58%Connected Car listeners skip

(58%) and thumb (9%) more than

the average Pandora listener.

PERSONALIZE MORE 24%

LONGERLISTENING


THE FASTEST GROWINGPANDORA PLATFORMS

Source: Pandora Internal Metrics, December 2014.


30%CONNECTED HOME

YOY MUV GROWTH

76%CONNECTED CAR

YOY MUV GROWTH


DIGITAL ENGAGEMENT



CAPTURE ATTENTION AND SPEND QUALITY TIME

WITH YOUR AUDIENCE.

22 CONFIDENTIAL AND PROPRIETARYBRAND STATIONSPONSORED LISTENING


SPONSORED

LISTENING



CAPTURING ATTENTION

AT SCALE


@calebbrumfield:

Watch a 30 second video on pandora for an hour

of unlimitied skips and uninterrupted

play…#bestdecisionever :D

@Mscattyy:

Just when you couldn’t love pepto bismol anymore

they give ya an ad-free hour on pandora

@campbellmike74:

@PlayStation giving me a whole hour of ad free listening on Pandora…

Makes me reconsider…. Might have to ditch the Xbox one.

@KellyBlasky:

I love love love Pandora’s

uninterrupted hour of listening!

@sarayray0722_

Man shoutout to PS4 for the hour of uninterrupted

listening on Pandora #youdareal1

@Jarameyo:

Why yes pandora … I would in fact love to listen

to an uninterrupted hour of music …

How convenient of you to ask …

ENGAGEMENT THAT’S TALKED ABOUT


SPONSORED LISTENING IN THE PRESS

AD EXCHANGER

ADWEEK

BILLBOARD

BUSINESS INSIDER

CLICK Z

FORBES

HYPERBOT

LOCKER DOME

MEDIA LIFE MAGAZINE

MUSIC WEE

RAIN NEWS

THE NEXT WEB


BRAND STATIONS



BRAND STATIONSDRIVE ENGAGEMENT

• Mobile Engagement

• Data Fuels Station Creation

• We are Experienced

JUMP TO WALKTHROUGH

MOBILE MAFIA AWARD 2014

BEST B2C MOBILE BRANDING


WHAT WE’VE LEARNED IN 2014:


STATION LISTENING

TRENDS AND

AUDIENCE DATA IN

REAL-TIME

HELP TO

RE-ENGAGE LAPSED

LISTENERS

ENHANCED

AUDIENCE BUILDING

TOOLS

MORE STATION

CURATION

FLEXIBILITY


ADVERTISING WITHIN

BRAND STATIONS

*Creative and ad copy is for demonstration only.

• Full screen ad displays with CTA

• In-Station Audio Tile displays with

audio spot


WHAT’S NEW IN 2015:AUDIENCE INSIGHTS TOOL

Source: Pandora Internal Metrics, November 2014


EXPERIENTIAL ENGAGEMENT



TRANSFORMING THE MUSIC ECOSYSTEMCONNECTING ARTISTS, LISTENERS & ADVERTISERS

LISTENERS

• Highly personalized experiences

• Music they like and new music they’ll love

• Exclusive artist content, free concerts, and “I was there when” moments

ARTISTS

• Deeper relationships with new and current fans

• Valuable insights and new modes of distribution and communication

• Strategic partnerships for new revenue streams

ADVERTISERS

• Relevance and authenticity via the passion point of music

• Power of Pandora, from data insights to 360° experiential

• Quality time with your audience and enhancing their experience

LISTENERS

ADVERTISERSARTISTS


EXPERIENTIAL ENGAGEMENT REDEFINED

Deliver exclusive

digital content3 Develop events

& activations4 Measure the

post-event effect5 Leverage the power of Pandora6Identify trending artists1 Target & invite fans

on Pandora2

PLAY

SIZZLE


0

200

400

600

JAN FEB MAR APR MAY JUN JUL AUG *

ST

AT

ION

AD

DS

(T

HO

US

AN

DS

)

0

7

14

21

28

JAN FEB MAR APR MAY JUN JUL AUG

ST

AT

ION

AD

DS

(T

HO

US

AN

DS

)

LEVERAGING DATA TO ALIGNADVERTISERS WITH TRENDING ARTISTS

Station Adds = Total number of new station adds on Pandora

0.0

0.5

1.0

1.5

2.0

JAN FEB MAR APR MAY JUN JUL AUG

ST

AT

ION

AD

DS

(M

ILL

ION

S) Pandora

books Iggy

“Fancy” hits #1 on Billboard Charts

Iggy headlines Pandora Summer Crush

220%

Pandora books MAGIC! for PDD SXSW

“Rude” hits #1 on Billboard Charts

MAGIC! plays Pandora Summer Crush

377%

Pandora books Rita

“How We Do (Party)” hits Billboard Charts Rita plays

Pandora Summer Crush117%

Pandora books MAGIC! for Summer CrushMAGIC!

plays PDD SXSW



PANDORA EVENTS & BRANDED CONTENT

JAN – MAR APR – JUN JUL – SEP OCT – DEC

FranchiseEvents

Pandora Music Awards

After-Party (LA)

Pandora Discovery Den

at SXSW

Noche de Música con Pandora

(Hispanic)

Pandora Indio Invasion

Pandora Country Event

Pandora Summer Crush

(Back to School)

Pandora Summer Party

(Chicago)

Pandora Discovery Den

Holiday (NYC)

Noche de Música con Pandora

(Hispanic)

Power of Pandora Promotion

RSVP House Ad Media & eBlasts, Audience Building Media & Promoted Station Unit,

Social (Twitter, Instagram, LinkedIn, Snapchat), PR

Custom Programs

Leveraging proprietary data, artist relationships and creativity, Pandora develops

custom events and branded content experiences tailored for client objectives and strategy

(Custom Events, Brand Station Platform, Sponsored Listening)


THANK YOU!

Documents

Centro & pandora