Pandora picks up Pitch Fest award

By Rosie Baker | 23 May 2014
Pandora: Needs scale to enhance ad targeting.

Pandora was crowned the winner of the first Media Pitch Fest event held at the AdNews Media Sales Summit yesterday, and a second event is on the way. Media agencies including UM, ZenithOptimedia and Match are already on board.

Yahoo!7 was a close second with its pitch that involved two Ken-dolls and toy cars to outline how its data products that combine offline and online data to allow advertisers to target users on its digital platforms with relevant messages.

However what got Pandora over the line was its personalised pitch that involved creating individual Pandora radio stations for each media boss who was there on the day.

Match Media founder and CEO John Preston was on one of the pitch panels. He explained that when it came to pitching the groups that outperformed were those that remembered they were pitching to human beings, not just performing a well-rehearsed script. “it's about the quality of the idea but also their rapport.”

Other pitches throughout the speed-dating-esque session between media firms and agency bosses included a new mobile ad product from Rewards Media that gives over the mobile call-screen to a six second video ad and pays users 5 cents if they watch at least six seconds of it. The funds are paid into a PayPal account and can be used to buy goods, or donated to charity. The product is launching in Australia soon.

The nine companies pitching their ideas at media agency bosses ranged from start-ups with new products launching, to established players like Fairfax and Yahoo!7. Pacific magazines was pushing a premium advertising product called The Black Pack and Fairfax pitched a MENSA-style knowledge sharing venture.

The products ideas and pitches were vastly different. This meant judges were not comparing like with like, but meant there was no limit on what could be pitched.

One agency boss also suggested that because of the disparate nature of the solutions, a response to a brief element could be incorporated into the next iteration, which seven agencies including Vizeum, Initiative, Razor and MediaBrands have are keen to be involved in.

Media Pitch Fest will run 'News and Newsy' in July and is looking for media firms to take part. Each pitcher gets a training workshop from Kerwin Rae and gets in from of some of Australia's biggest media and creative agency bosses to tout their wares.

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