Valentine’s Day Ads and Audio: The Perfect Match for Brands

Love is in the air, and 64% of Pandora listeners say they use music to set the mood or atmosphere for just about anything. Thanks to the Music Gnome Project, we can tell a lot about the song a listener chooses to play and the moment they chose to play it in. Music doesn’t just affect our moods, it predicts them, too. Whether a listener is on cloud nine, feeling the love, or setting the tone for a romantic Valentine’s Day dinner, we’ve got the targeting tools and insights advertisers need to hit their ears at exactly the right time, and when they're in the right mood. 

Listeners Feel the Love

Although the holidays are not far behind us, Valentine’s Day is another reason for shoppers to buy gifts for their special someone. And while they’re searching for the perfect gift that says “I love you,” they’re plugged in to audio. In fact, Valentine’s Day purchasers are 51% more likely to listen to a love or romance station during Valentine’s week. But let’s not forget all the single folks out there—whether consumers are prepping for a galentine’s day party at home or breaking a sweat in the gym for some personal TLC, they’re doing it all with audio.

Brand messaging on Pandora can influence listeners during any activity, from the planning stage all the way to purchase, like 66% of listeners who say that audio ads are key to influencing their purchase decisions.

During Valentine's week, listening on Pandora spikes across genres like love (+ 8.3% listeners), R&B (+ 6% listeners), jazz (+ 4.6% listeners), and reggae (+ 3.9% listeners). And brand advertisements heard on those stations can reach the right audiences, no matter their relationship status. Check out the top stations on Pandora the week of Valentine’s Day.

Set the Vibe

Digital audio gives advertisers a variety of ways to tap into the holiday mood. Think video, display, and rewarded ads on Pandora’s top stations during the week of Valentine’s, like The Handpicked 100 Valentine’s Shuffle. With endless creative options, you can be sure your advertisements are leaving memorable and lasting impressions on listeners that evoke their emotions and even get their mood right for the holiday festivities. 

Meet Listeners in Any Mood

Speaking of moods, the way listeners' feel is constantly changing, and we’re keeping up with them during Valentine's Day and beyond. Mood targeting lets advertisers reach listeners in specific mindsets, adding another layer of precision beyond geographic, time of day, and audience targeting. These tools bring advertisers closer to users based on their music listening behavior, data science, and a sophisticated algorithm that matches songs with any mood a listener experiences in their day-to-day lives. 

So how does it work? Pandora’s music experts carefully analyze data and craft strategies that help fuel new discoveries. Our analysts evaluate different elements of songs and thousands of genres spanning over decades and match them with dominant moods. Mood targeting is a combination of science and art, connecting advertisers with the listeners who are in the exact state of mind they’re searching for. Like listeners who just found the perfect gift for their partner while listening to a romantic song, or a newly single person who feels motivated to start anew on a dating app while listening to an inspirational new album.

Foster More Feelings with SiriusXM Media

When you combine digital audio advertising opportunities with contextual privacy-forward solutions like activity or mood targeting, audio campaigns become a more streamlined, enjoyable experience for both you and your listeners.

The day of love only happens once a year, but audiences are tuned in to audio and feeling the love all year round, whether they're tuned into their favorite love album like Beyonce’s Dangerously In Love or switching on a podcast like Call Her Daddy for relationship advice. No matter the vibe, the mood, or the place, SiriusXM Media is the perfect match for your audio campaigns. In the mood for a chat? Let’s talk.