Industry Trends. Today s Mobile Landscape

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1 Industry Trends Today s Mobile Landscape

2 Mobile Ownership 88 % US Persons 13+ have a cell phone Source: Nielsen Mobile July

3 Smartphone & Tablet Ownership 1 in 2 US Mobile Users Own a Smartphone 1 in 5 US Mobile Users Own a Tablet Source: comscore MobiLens July

4 Did You Know By 2014 There will be more mobile internet users than desktop users 25% Of US mobile web users ONLY access the web from their phones 600 Million Smartphones projected to be sold globally in nd straight year phones will outsell PCs $10 Billion Is estimated to be spent on mobile advertising in the U.S. by 2016 $2B projected for 2012 Sources: Mary Meeker-Morgan Stanley Report; Alistair Brown All Device Survey, e_marketer 4

5 What s Driving the Mobile Revolution Smartphone adoption Smartphones now account for 50% of all phones in the U.S. Tablets, E-Readers and Portable Gaming Devices Larger screens further bridge the gap between mobile and the desktop Faster connection speeds The rollout of 4G and proliferation of Wi-Fi bring the mobile experience closer to online broadband Source: Nielsen Mobile 5

6 Industry Trends 2011 US Ad Spending vs. Time Spent by Media 50% 40% 40% 43% Time Spent Ad Spend 30% 29% 20% 22% 23% 16% 10% 6% 9% 11% 0% TV Print Web Radio Mobile 1% Sources: VSS, Mary Meeker (KPCB), comscore, Alexa, Flurry Analytics 6

7 MXS: Mobile s X% Solution In this groundbreaking research, it is recommended that a 7% of a marketers media mix, on average, should be invested in mobile advertising. Source: Marketing Evolution MXS Research August

8 Why Mobile is So Important at Pandora Majority of the time spent with Pandora is now on mobile % Monthly Listening Hours (millions) % 40% 60% 75% Mobile Non-Mobile 10 0 Q Q % Q2 FY2013 Source: Internal Metrics, September

9 Industry Trends Shaping the Future of Marketing

10 Consumers are pushing Apps into the mainstream at a rapid rate Growth Rate of Mobile App Unique Audience by Category on Android or ios May 2012 vs May 2011 In the past year Amazon Mobile added 8m users while Amazon App Store added 6m and ebay added 5m

11 Nearly 80% of mobile users have shopped on their device Source: Nielsen ODM Smartphone Analytics Q

12 The Smartphone is more of a shopping companion Source: Nielsen ODM Smartphone Analytics Q

13 Entertainment leads in mobile purchases; followed by small electronics & clothing/ accessories ---Entertainment Small Electronics--- --Clothing/Accessories-- Source: Nielsen ODM Smartphone Analytics Q

14 Pandora Mobile Users Shop via Their Mobile Device Pandora mobile users spend on average 417 minutes (6.9 hrs) a month with Retail/Shopping apps This is 4% more time than the average smartphone user spends with the same Retail/Shopping apps. Pandora mobile users access their Retail/Shopping apps on average 79 times a month Source: Nielsen ODM Smartphone Analytics Q

15 Case Studies

16 Gatorade G Series Gatorade s G Series products, 01 Prime, 02 Perform, and 03 Recover are designed to fuel athletes throughout their physical activity. From warm up, to workout, to cool down, each product has a distinct set of attributes and fueling abilities that make the G Series unique. Campaign Goals Target teen athletes heading into their summer sports training programs. G Series product education was key to Gatorade s overall teen strategy. Campaign success would require significant listener engagement with the brand and product benefits. 16 Mixtape Banner

17 Gatorade G Series Target: Teens, Timing: Summer 2012 Campaign Details Focusing on the goal of brand education and engagement, Pandora produced custom mixtapes for all three G Series products. The Prime, Perform, and Recover Mixtape song selections were consistent with their respective product line. The campaign included educational audio bumpers and teen-targeted traffic driving ad units featuring images of teen athletes. Station Targeted Banners 17

18 Gatorade G Series Target: Teens, Timing: Summer 2012 Results Throughout the 2-month campaign, Gatorade received: 485,000+ station adds 3rd overall when compared to all Pandora campaigns January August ,000+ total listening hours 4th overall when compared to all Pandora campaigns January August 2012 That s more than 21,000 days of listening! On average, users spent 60 minutes listening to the G Series mixtapes. Key Takeaways The results of Gatorade s teen G Series campaign clearly show that: Pandora provides an active and engaged teen audience. Teens on Pandora become highly attracted to and engaged with brands when they are provided with valuable content - in this case, a mixtape. With mobile leading the way against Gatorade s success metrics, we proved how crucial our mobile platform is for teen-targeted campaigns. 96% of station adds and listening hours was driven by mobile 18

19 Pandora and Mint Dentistry: Revolutionizing Local Radio Advertising Brand Objective Patient acquisition for Dallasbased dental practice. Target Audience Adults Timing 3 months Mobile Audio Ad Click to listen Mobile Audio Companion Screen 500x500 Mobile Audio Following Banner 320x50 19

20 Mint Dentistry Campaign Highlights Over 2 million mobile ads reached the target audience, driving consumers to the mobile website to learn more about the company and schedule appointments. Pandora s geo-targeting maximized media efficiencies by delivering 100% of messages to key demographic living within a 10 mile radius of the dental office. 3x Average New patient growth during the campaign 20