Five Tips to Maximize Your Brand Presence in the Home
As the presence of smart devices continues to grow in today’s homes (of which Pandora currently has an addressable audience of 11.8 million uniques), it’s crucial that advertisers not only show up on these devices, but take the appropriate steps to be heard.
And it’s true what they say: not all ads are created equal. There are specific best practices to help you be successful and reach your audience when messaging in the home.
Luckily, our in-house creative consultancy has created hundreds of thousands of ads and knows what works, and what doesn’t (with real-life examples!).
Speak To A Room
Chances are, there’s more than one person listening to your ad. Home is the #1 platform for co-listening, with 68% of Pandora listeners saying they listen in the company of others. While Pandora allows you to optimize reach to your target audience in the home, consider how your message will come across when your audience is spending time with friends or family.
Personalize Messages to the Home Environment
The home is a bit more intimate than the car or even mobile—and it’s important that your ad creative reflects that. You don’t want to yell at or alarm the listener, so think softer voiceover and temperate music. However, this doesn’t mean you can’t have fun. Sound effects and cues can help bring your story to life while still referencing the environment and respecting the sanctuary of the home.
“What a beautiful home” in the above Starz ad addresses the environment, yet the script and ominous music communicates mystery and immerses the listener in a thrilling ambiance.
Integrate Seamlessly into the Environment
Listeners are more willing to hear ads when they seem natural and blend into their current listening experience. By weaving in personalized messaging, you can increase ad receptivity and capture listener attention.
Pine Sol acknowledges that the listener was just jamming out to some music, making way for an organic introduction and seamless segue into the brand message.
Optimize Call-To-Action For Screenless Devices
Most connected home devices don’t have screens, which means listeners can’t “click” or “tap” to purchase. And on top of that, their hands are probably full with groceries, kids, or possibly even a gaming console controller. When developing your call-to-action, make sure it not only aligns with your objective, but also with the listener’s situation. (Pro tip: this is a great time to incorporate voice commands). CTAs such as “visit site for more information” or “add to shopping cart” are clear-yet-realistic asks.
With a listener who is most likely busy in the kitchen, the above ad from Glad encourages listeners to “grab some the next time they are at Target.”
Be Ubiquitous for All Voice Assistants
Growth for voice-activated devices is skyrocketing. There are loads of products on the market, and your ad can play on any one of them. By using general terms that work across all device types (versus specific names such as “Google Home” or “Amazon Alexa”), you will open up the use cases for your ad and maximize reach across all devices.
By asking the listener to “enable the Quaker skill on their smart home device,” Quaker allows for it’s message to play across all connected devices.
Ready to put these best practices to use? Pandora’s audio team is here to help.