Campaign Overview
In June 2024, the Acer India Audio Campaign, in collaboration with PayTunes, rolled out a targeted, high-frequency audio strategy during the key “Back-to-School” window. With Gen Z and Millennial audiences increasingly active on audio platforms, the campaign aimed to connect with them via immersive audio storytelling across India’s metro and Tier 2/3 markets.
Running across Wynk, YouTube Music, JioSaavn, and PocketFM, the Acer India Audio Campaign featured 30-second audio ads paired with companion display banners. With just 17 days to make an impact, the strategy was built around contextual relevance, mobile-first targeting, and efficient engagement delivery.
Campaign Objectives
Maximize Brand Visibility Among Gen Z and Millennials
Targeted audio platforms are popular among younger, tech-savvy consumers across urban and semi-urban India.
Promote Education-Focused Devices
Highlighted Acer’s laptops as academic tools, backed by affordable offers like EMIs and cashbacks, appealing to budget-conscious users.
Drive Engagement Within a Short Timeframe
Leveraged high-frequency audio ads to drive listen-through (LTR) and click-through (CTR)—key PayTunes performance metrics—within a compact 17-day flight.
Strategy & Execution
Platform Mix via PayTunes DSP
Ads were served across Wynk, YouTube Music, JioSaavn, and PocketFM, offering a broad content ecosystem and touchpoint diversity.
Audience Targeting
Focused on users aged 18–45 with smartphones priced ₹10,000+, targeting digitally mature and purchase-ready segments.
Creative Theme: Academic Tech Readiness
Messaging emphasized Acer’s positioning as a smart tech upgrade for the academic season, with audio CTAs driving traffic to a custom landing page.
Tactical Flight Window
The campaign ran from 13–30 June 2024, coinciding with school/college reopening and aligning with peak listening hours (6–10 PM).
Key Results & Outcomes
Audio Retention: Strong Listen-Through Rates (LTR)
The campaign achieved an average LTR that surpassed the standard benchmark by approximately 1.9x.
CTR Performance:
Achieved a 1.71x uplift in click-through rate compared to the standard benchmark, indicating strong creative effectiveness and user interest.
Reach Efficiency:
Delivered 85.5% higher reach than the standard benchmark, showcasing excellent campaign scalability and targeting precision
Audience Demographics & Segmentation
Age Group: 18–45
Reached a core demographic of students, young professionals, and parents—ideal for a back-to-school tech campaign.
Gender: Balanced Exposure
The campaign’s inclusive targeting ensured balanced male-female exposure, although gender-specific metrics were not tracked.
Device Targeting: ₹10,000+ Smartphones
High-end smartphone targeting improved quality of delivery and ensured messaging reached users more likely to engage with branded content.
Markets: Tier 1–3 Coverage
The campaign delivered across urban and semi-urban areas, with platform diversity helping penetrate Tier 2 and Tier 3 cities—though geo-specific data was not captured.
Daypart & Timing Insights
- Peak Hours: 6–10 PM
Highest engagement occurred during evening listening windows, aligning with post-work and leisure patterns.
- Mid-Campaign Spike: June 15–20
The period saw elevated retention and click metrics—indicative of strong mid-week attention span and optimal audience availability.
Device-Type Insights
- Mobile-First Success
Over 98% of impressions came from mobile—predominantly Android (87.74%) and iOS (10.92%)—confirming a strong mobile-user fit.
- Desktop + Smart Device Minimal Reach
Less than 1% of impressions were served on desktop, tablet, or smart devices—further validating the mobile-first creative strategy.
Key Learnings & Takeaways
1.Audio Delivers Strong Attention Metrics
With an LTR uplift of approximately 1.9x over the standard benchmark, audio formats clearly captured and held audience interest—especially when aligned with seasonal triggers.
2. Audio Ads Deliver Exceptional Listener Retention
The campaign proved that well-targeted, contextual audio ads (30-second length + academic theme) can hold attention significantly longer than most digital formats.
3.Mobile-First Strategy Maximized Reach & Relevance
By focusing on mobile-optimized audio + high-intent audiences, Acer achieved 84% impression delivery in just 17 days – a strong result for a compact campaign.
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 retain user focus for only 1.6–2.6 seconds before they’re ignored or scrolled past.
- Short-form video ads and reels typically hold attention for about 7–9 seconds 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 Acer India x PayTunes campaign, only 30-second in-stream digital audio ads (paired with clickable companion banners) were deployed—no video formats or influencer integrations diluted the message. Here’s why that mattered:
- The campaign achieved an average Listen-Through Rate about 1.9x above the Industry average.
- Among mobile-first, younger users (18–30), the retention rates stayed consistently high—reinforcing the brand message through full ad completion.
- This indicates a large share of the audience stayed tuned through the entire 30 seconds—a feat rarely matched by display or video formats of the same length.
Acer India Audio Campaign Ad Execution –
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 | 4–8× lower than audio |
| Short Video (Reels) | 5–9 | 18–25 | 3–4× lower |
| Full Video (In-Stream) | 7–10 | 15–25 | 3–5× lower |
| Audio (Acer 30s Spot) | ≥25 | ~91 per 100 | ~1.9× higher than industry avg |
- Banner ads are often missed entirely, limiting their effectiveness for brand storytelling.
- Short videos and reels may hold attention momentarily but are swiped away before key messaging lands.
- 30-second digital audio ads, especially in a mobile and multitasking context, command focused attention—leading to 3–8x more full completions per 100 impressions compared to traditional display or video placements.
Ready to Elevate Your Next Campaign?
Whether you’re looking to build awareness, boost engagement, or drive action, PayTunes delivers audio-first solutions that make your brand heard and remembered.
Reach out to our team today to schedule a custom strategy session and discover how audio can amplify your next campaign.