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Female Gen-Z, Millennial Media Opps: Pandora's CMO to step down at the end of March (Score 50)
company in December 2019, and was the global marketing and communication VP of Bulgari prior to that. Liuni is leaving Pandora for personal reasons, and I am unsure about her future plans. The company hopes to have the search wrapped up by the summer. We will be sure to update you once any news is available. CEO Alexander Lacik will handle all global marketing duties for now.
According to Pathmatics, Pandora earned 254.6m impressions YTD through Instagram ads (69%), Facebook ads (20%), desktop video ads (8%), desktop display ads (2%) and mobile display ads (1%). It placed the majority (99%) of these ads site direct onto sites such as instagram.com, facebook.com, youtube.com, people.com and allrecipes.com. It placed the remainder (1%) indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as poki.com, tunein.com, chess.com, quizlet.com and answers.com. It spent approximately $2.2m on digital display ads YTD, more than double the $1m spent in this channel during the same time period of 2021. Full-year spend increased by 35% from $7.5m in 2020 to $10.1m in 2021.
Magellan reports Pandora placed about 70 podcast ads over the last 365 days.
Per iSpot, Pandora spent around $3.6m on national TV ads YTD, a slight increase from $3.5m spent in this channel during the same time period of 2021. Full-year spend fell 23% from $22.9m in 2020 to $17.7m in 2021. This year, it placed ads during programming such as "The Kelly Clarkson Show," "Snapped," "Dateline: Secrets Uncovered," "The Drew Barrymore Show" and "2022 Winter Olympics."
Sellers-- Pandora mainly targets Gen-Z and millennial women, as well as, gift-giving men. It reaches these demographics through digital display and national TV ads. In 2021, the company decreased TV spend, while it ramped up digital spend. This makes sense considering its younger target audience. It also invests in OOH, print and local broadcast TV ads, per Kantar. While the next CMO will likely make some changes to Pandora's strategy, I still predict it will continue shifting dollars towards online channels. Reach out to offer ad space in the meantime while Pandora searches for a new marketing head.
Agency & martech readers-- Start preparing your pitches so that you are ready to reach out whenever Pandora selects a new CMO. You will face competition from media buying & planning AOR Anomaly.