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Pandora, Reuters TV make audio, video more relevant on mobile

NEW YORK ? Executives with Pandora and Reuters TV at the 2015 Mobile: IAB Marketplace explored the shift in content consumption in mobile audio and video in terms of acquiring clients and exploring the opportunity that the mobile disruption presents to advertisers and consumers.

In the session, ?A Series of Case Studies in Mobile Audio and Video,? the Pandora executive spoke about how Griffin & Reed Eye Care tapped into Pandora?s audio ad offerings to attract new clients, while the Reuters TV executive talked about how the newsgathering organization is remaking TV news by leveraging social media?s impact on the content experience.

?Audio is a perfect and seamless way to capture a user?s attention,? said Karina Montgomery, vice president for strategic sales development with Pandora, which operates a digital music-personalization service. ?I ask you guys to figure out what the sound of your brand is.?

Radio advertiser
While Ms. Montgomery talked briefly about how Pandora helped Kraft and Twix successfully leverage the power of audio, her standout story was how Pandora helped Griffin & Reed Eye Care, a laser vision correction and eye care provider, and traditional radio client, find patients.

Pandora's Karina Montgomery at IAB Marketplace. 

Griffin & Reed Eye Care was seeing a five to 10 percent drop year over year in radio results. Leveraging Pandora?s geotargeting and demographic targeting capabilities helped drive a 2,608 percent year-over-year increase in mobile device activity and a 107 percent increase in tablet activity, according to a Pandora blog.

Lasik evaluations increased 18 percent and surgeries rose 13 percent. Fifty percent more patients said they found Griffin and Reed on the Internet.

Pandora?s ability to leverage data from its logged-in user base eliminated guesswork and wasted impressions. With the ability to regularly review the campaign performance and evaluate leads, Pandora was able to make every impression a smart one.

How Pandora's targeting capabilities benefited client.
 
Reuters TV, a mobile video application, aims to provide each subscriber with a relevant viewing experience, supported by reportage, images and insights from its 2,500 journalists. It offers a complete news show tailored to the consumer?s interests and location, anytime and anywhere. Users can choose the preferred duration for the show, from five minutes to 30 minutes. It also presents world events in real time, unfiltered.

An algorithm takes videos produced specifically for Reuters TV, assembling them into a show tailored to the viewer?s location, usage data and available time as well as the editorial value of each story.

Reinventing TV news
Reuters TV reinvents some of the fundamental aspects of TV news, by moving away from mass broadcasts to one that is relevant for every single user.

 Reuters' Issac Showman. 

?The world of consumption is changing rapidly,?  said Issac Showman, founder and managing director of Reuters TV. ?We need to build news experiences that respond to where people are in their lives today. 

?We think the future of TV news consumption lies in our ability to create great utility in the new moments when they want to watch news with great content,he said.

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York