How Rusan Pharma Drove 3× Engagement with Paytunes’ Nationwide Digital Audio Campaign

 

Rusan Pharma × Paytunes digital audio campaign success banner with a smiling family and headline, representing nationwide audio ads plus companion banners across Spotify, YouTube Music, JioSaavn, and PocketFM.

 

Campaign Overview/Background

In an age where consumer attention is fragmented across multiple screens, Rusan Pharma sought a medium that could deliver both intimacy and impact. Partnering with Paytunes, the brand launched a nationwide digital audio campaign designed to engage health-conscious audiences through storytelling that resonates. By combining immersive in-stream audio ads with companion display banners, the campaign connected with listeners across music and podcast platforms, translating awareness into measurable engagement across metros and emerging Tier 2 markets.

 

Objectives

  • Improve brand engagement through audio-led storytelling.
  • Create sustained recall with companion banners reinforcing audio messaging.
  • Expand regional penetration while retaining strong performance in metro cities.
  • Track Paytunes engagement metrics (LTR, CTR, Reach) as core success indicators.

 

Strategy & Execution

  • Platforms: Deployed across YouTube Music, JioSaavn, Spotify, PocketFM, and 850+ streaming channels.
  • Creative Mix: Short-form audio followed by call-to-action banners to maximize click-throughs.
  • Duration: Campaign ran over multiple months, ensuring both breadth (reach) and depth (frequency).
  • Targeting: Adults 25–45 across metros and strong Tier 2 markets (e.g., Lucknow, Indore, Jaipur).
  • Optimization: Regular tracking with mid-campaign refinements (e.g., retargeting, daypart prioritization).

 

Key Results & Outcomes

 

Performance graphic showing 1.12× LTR uplift, 3.17× CTR uplift, and 1.0× stable reach for the Rusan Pharma audio campaign

 

  • LTR: Recorded a steady uplift of 1.12x, highlighting enhanced listen-through rates and consumer stickiness.
  • CTR: Achieved a striking 3.17x lift over initial benchmarks, indicating highly effective click motivation.
  • Reach: Delivered stable reach across platforms and geographies (1.0x baseline).

 

City wise Segmentation

The Rusan Pharma campaign achieved consistent LTR uplifts across seven major Tier 1 cities as follows:

  • Hyderabad led with an LTR uplift of approximately 1.16×.
  • Kolkata followed closely with an uplift of about 1.15×.
  • Pune demonstrated a notable uplift of around 1.13×.
  • Bengaluru and Chennai both recorded similar uplifts near 1.12×.
  • Delhi NCR showed an uplift of approximately 1.10×.
  • Mumbai posted a solid uplift close to 1.09×.

These figures reflect meaningful increases in listener retention and engagement across key metropolitan markets.

 

Audience Demographics & Segmentation

  • Core: Male + Female, 25–45 years.
  • Segmentation: Working professionals, health enthusiasts, and decision-makers in urban centers.
  • Metro cities (Delhi, Mumbai, Bengaluru) delivered higher CTR multipliers, while Tier 2 cities provided consistent reach continuity.

 

Device Type Breakdown & Reach Strategy

  • Mobile Android
    Dominated delivery with ~87.74% share of total impressions.
    Primary driver of LTR and CTR uplift across the campaign.

  • Mobile iOS
    Accounted for ~10.92% share, representing the second-largest contributor.
    Played a key role in complementing Android reach, especially among premium users.

  • Tablet (Android)
    Very minimal share (~0.6%)
    Likely contributed to incidental or passive listening sessions.

  • Desktop (Other)
    Represented ~0.42% of impressions.
    Minimal engagement; not a core device for audio-based interaction.

  • Smart Home Devices / Smart Watches
    Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.

  • Tablet (iPad)
    Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.

Insight: The campaign’s engagement metrics like LTR and CTR was primarily driven by mobile-first consumption, validating Paytunes’ strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.

 

Rusan Pharma Ad Execution –

 

 

 

Daypart/Timing Insights

  • Weekends exhibited the highest engagement spikes, pointing to increased leisure listening.
  • Working-hour slots (morning commutes and late evenings) performed especially well for LTR, where listeners were less distracted.

 

Geographic/Regional Performance

  • Metros: Strong CTR and creative engagement.
  • Tier 2 towns: Steady contributors to reach, useful for long-term recall.

 

Key Learnings & Takeaways

  • Audio plus companion is a winning combo—visual reinforcement elevated click behavior.
  • CTR dominance highlights the importance of clear CTAs in pharma advertising.
  • Consistent reach scaling ensured broad message penetration, while platforms varied in efficiency.
  • Timing control matters, especially in audio ad environments where daily behavior shifts.

 

Challenges & How They Were Addressed

  • Ad fatigue: Mid-campaign CTR dips were corrected via creative refreshing.
  • Platform imbalance: Stronger channels absorbed underperforming ones via dynamic budget reallocation.
  • Attribution clarity: Paytunes’ engagement framework (LTR, CTR, Reach) simplified cross-channel comparisons.

 

Recommendations for Future Campaigns

  • Double down on interactive banners alongside audio to further lift CTR.
  • Use dynamic creative optimization (DCO) to refresh messaging faster in high-frequency environments.
  • Invest more in Tier 2 digital ecosystems, given their stable baseline contribution to reach.
  • Continue daypart testing to fine-tune weekend vs. weekday placement.

 

Audio Attention in the Real Attention Economy

In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds—shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.

 

The Problem: Fleeting Attention on Most Digital Platforms

  • Banner and display ads on websites usually keep user focus for only 1.6–2.6 seconds before they are ignored or scrolled past.
  • Short-form video ads and reels hold attention for about 7–9 seconds on average before users swipe away or skip.
  • This fleeting engagement translates to lower brand recall and minimal action.

 

The Unique Edge of In-Stream Digital Audio

In the Rusan Pharma campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed—no other audio or video formats were part of the strategy. Here’s why it matters:

  • The campaign saw average Listen-Through Rates (LTR) of about 1.12× industry norms, with significant uplifts across key metro youth cohorts.
  • This result means a substantial share of the audience listened all the way through—far higher than what visual formats deliver in the same time frame.

 

Attention Economy Benchmarks (per 100 exposures):

Platform/Format Avg. Attention (seconds) Completion Rate (per 100) Audio Attention Uplift
Banner/Display Ads

2–3

12–18

4–8x lower than audio

Short Video (Reels) 5–9 18–25 3–4x lower
Full Video (In-Stream) 7–10 15–25 3–5x lower
Audio (30s spot) ≥25 70–95 1.12x higher

 

  • Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.
  • Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.
  • 30-second digital audio ads command undistracted, multitasking-friendly attention, leading to 70-95 more completion events per 100 impressions than most display or short video placements.

 

Conclusion 

The Rusan Pharma × Paytunes collaboration proves how audio-led storytelling, supported by data intelligence and visual reinforcement, can cut through the noise of the attention economy. With measurable lifts in engagement and recall across platforms, the campaign highlights how Paytunes’ precision targeting and mobile-first delivery model empower brands to connect more meaningfully with their audiences. For advertisers seeking performance, scale, and sustained consumer attention — Paytunes stands as the trusted partner for audio-driven growth.

 

Read Also – Center Fruit × Paytunes: Delhi Metro Violet Line Audio Campaign

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