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But Propel also wanted to reach its target audience beyond workouts. By again targeting Pandora’s “fitness enthusiast” segment with dayparting and weather triggers, Pandora served a display ad that unlocked an hour of uninterrupted listening funded by Propel.

“There are many moments with Pandora when you’re not working out or running,” Widhelm said. “Those are the moments where maybe you want less interruptions from advertisers.”

For this unit, Pandora leveraged the iPhone’s accelerometer, which measures and detects screen orientation, to allow users to unlock the ad-free hour by shaking their phones four times. A banner accompanying the station earned a 4.4% click-through rate.

The campaign, which ran from April to September, increased ad awareness for Propel by 63% and purchase intent by 60%, according to Millward Brown studies. Propel didn’t measure sales lift as part of the campaign.

“This was more about tying [Propel] to our equity and association with fitness than it was about pure dollars and spend,” Hardy said. “Indirectly, it’s going to drive volume even if it doesn’t show in the tangible metrics.”

As a fitness brand, Propel sees digital audio as a core component of its media mix. It’s seen strong ROI from past activations with Pandora involving sponsored stations. Parent brand Gatorade began partnering with Pandora a few years ago.

“Working out, you’re not really doing anything else besides listening to music,” Hardy said. “You have a captive audience and there’s less noise for your brand, so you really get a good share of voice.”

Looking forward, Propel will continue to focus its branding investments on music and fitness apps, with Pandora remaining a key partner, Hardy said.

“[Streaming audio] gets a good portion of our time and budget,” she said. “You see a lot of brands infiltrating the fitness or music space that may not have such an obvious connection, whereas for us, fitness and music are so natural.”

As for Pandora, staying on the forefront of moments-based targeting , a hot selling point for streaming audio pubs, is a key part of its growth strategy.

“We're reaching families while they're cooking or in the shower through their connected home device, in the connected car and on the connected TV,” Widhelm said. “The ‘you know me’ culture is here, and when we can help advertisers connect more authentically in those moments, we see great performance.”

“Consumers would say, ‘I love Propel. I kind of forgot about it,’” said Gina Hardy, senior marketing director of Gatorade at PepsiCo.

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Enlarge / Newly elected French president Emmanuel Macron poses with a woman for a selfie.
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The failed effort by Russian attackers to influence the outcome of the French presidential campaign in its final hours was in part a forced error, thanks to an active defense by the digital team of French president-elect Emmanuel Macron's campaign organization, the digital director of the campaign has claimed. Campaign team members told the New York Times that as the phishing attacks mounted, they created a collection of fake e-mail accounts seeded with false information.

"We created false accounts, with false content, as traps," Macron campaign digital director Mounir Mahjoubi told the Times . "We did this massively, to create the obligation for them to verify, to determine whether it was a real account."

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The move was a delaying tactic aimed at increasing the attacker's workload. The "honeypot" accounts were filled with large volumes of fake documents. "That forced them to waste time, by the quantity of the documents we put in and documents that might interest them,” Mahjoubi said. "Even if it made them lose one minute, we’re happy.”

The bait documents may have caused the attackers to rush their efforts. As Ars reported Monday , the eventual dump of documents by the attackers included metadata showing Russian versions of Microsoft Office were used to edit some documents, and the name of an employee of a company providing information security services to Russian intelligence organizations was in document metadata showing the last person to edit at least ninedocuments. Multiple documents were proven to be forgeries, including one which appeared to be an invoice for a Bitcoin payment for mephedrone ("bath salts") to be sent to the French National Assembly. The Bitcoin wallet and blockchain transaction data was easily determined to be fake.

WikiLeaks, which initially spread links to the documents posted by the attackers, responded to Ars' previous coverage of the hack by tweeting , "It is unlikely that it could have been a mistake. Mostly likely it is a false flag or deliberate Russian signaling."

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