How Bharatiya Mall Achieved High LTR with a Hyper-Local Audio Campaign

 

 

Campaign Overview

Bharatiya Mall is a leading fashion and lifestyle destination in Bengaluru, known for hosting vibrant shopping events and seasonal carnivals. In May, the mall partnered with Paytunes to run a 49-day digital audio campaign aimed at increasing awareness and footfall for its fashion-led events. The campaign used high-attention in-stream audio with companion banners across premium streaming platforms, targeting shoppers in key Bengaluru neighborhoods through precise pincode selection.

 

Objectives

• Increase local awareness for fashion events and on-ground carnivals at Bharatiya Mall.

• Drive measurable traffic to event sign-up landing pages.

• Evaluate campaign performance using Listen-Through Rate (LTR), Click-Through Rate (CTR), and reach.

• Achieve broad yet hyper-local exposure among urban listeners consuming lifestyle and music content.

 

Strategy & Execution

• Paytunes delivered the campaign on a CPM basis across leading music and audio platforms such as Wynk, JioSaavn, Pocket FM, and YouTube Music.

• Audio creatives of up to 30 seconds were paired with clickable companion banners.

• Banners redirected users to Google Forms for event registrations.

• Targeting focused on Bengaluru pincodes 
• Open audience and device targeting ensured scale while maintaining relevance.

• Frequency was controlled at approximately 3–4 exposures per listener to avoid fatigue.

 

Key Results & Outcomes

 

 

• Listen-Through Rate delivered a 1.09× uplift, indicating strong listener retention.

• Click-Through Rate achieved a 9.47× uplift, showing high action from engaged listeners.

• Overall reach delivered a 1.01× uplift, ensuring consistent coverage across priority areas.

 

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 were primarily driven by mobile-first consumption, validating Paytunes’ strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.

 

Bhartiya Mall Ad Execution –

 

 

Audience Profile & Segmentation

• Open targeting captured a diverse Bengaluru listener base.

• The audience likely skewed toward urban millennials and families with interest in fashion and lifestyle content.

• Pincode-level targeting aligned well with high-density residential areas near the mall.

• This ensured relevance without restricting scale.

 

Daypart & Timing Insights

• Performance peaked during mid-week days with noticeable CTR spikes.

• LTR remained stable throughout the campaign with minor daily variations.

• Early campaign days showed the highest engagement levels.

• Engagement softened slightly toward later weekends.

• Average frequency remained balanced at around three exposures per listener.

 

Geographic Performance

• North and East Bengaluru pincodes such as Kalyan Nagar (560043) and Nagawara (560045) delivered consistent impressions.

• Ramamurthy Nagar and Hebbal emerged as strong contributors to reliable reach.

• Micro-market allocation helped optimize exposure based on proximity to the mall.

 

Key Learnings

• Audio with companion banners is highly effective for driving strong CTR multiples.

• Consistent LTR highlights the ability of audio to hold attention longer than visual formats.

• Hyper-local targeting outperforms broad targeting for mall and retail-led campaigns.

• Platform diversification supports stable daily delivery and engagement.

 

Challenges & Resolution

• Daily delivery fluctuations were balanced by spreading delivery across multiple platforms.

• Open targeting reduced risks related to device fragmentation.

 

Recommendations for Future Campaigns

• Add audience layers such as age and gender for sharper relevance.

• Test time-based bidding to boost performance during peak shopping hours.

• Scale top-performing pincodes while testing shorter audio creatives.

• Introduce video companions to potentially unlock additional CTR uplift.

• Track post-click actions to measure full-funnel impact and ROI.

 

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 Bharatiya Mall 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 achieved a Listen-Through Rate (LTR) of approximately 1.09x higher than industry norms.
•  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	1.09x  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 Bharatiya Mall campaign demonstrated how digital audio can deliver meaningful attention, strong listener retention, and action at a hyper-local level. By combining high-quality audio, companion banners, and precise location targeting, Paytunes helped transform everyday listening moments into real-world footfall opportunities. For brands looking to win attention where it truly matters, audio proves to be a powerful and reliable channel.

Ready to amplify your brand with high-attention audio? Connect with Paytunes and experience the impact.

 

Also Read –  Health & Glow Audio Campaign Case Study | Paytunes