Alukka Gold × Paytunes: Audio Campaign Case Study

 

 

Campaign Overview / Background

In October 2024, Alukka Gold Palace, a renowned jewellery destination in Delhi rooted in decades of craftsmanship and trust, partnered with Paytunes to launch a targeted audio campaign across premium music and spoken-word platforms. The objective was to strengthen upper-funnel visibility and drive qualified site visits within priority Delhi pin codes over a focused 9-day period.

 

Objectives

• Maintain a strong Listen-Through Rate (LTR) while broadening reach in key pin codes.
• Increase qualified site traffic through audio-led CTR performance.

• Validate the platform mix and daypart strategy for seasonal jewellery discovery.

 

Strategy & Execution

• Activated a multi-platform plan across Wynk, JioSaavn, Pocket FM, YouTube Music, YouTube Audio Ads, and 850+ long-tail applications to balance premium reach with cost efficiency.

• Deployed 30-second audio spots with clickable companion banners to capture intent without compromising completion rates.

• Used geo-focused pin-code clustering across high-priority Delhi neighbourhoods, with pacing refined as CTR began to trend upward.

• Calibrated frequency around the planned average to prevent fatigue while continuing to add new listeners.

 

Key Results & Outcomes

 

 

• LTR stabilised at approximately 0.82x of expected norms, showing consistent completion even as scale increased in certain periods.

• CTR delivered a significant uplift of about 3.53x compared to previous benchmarks, reflecting strong creative-to-audience resonance.

• Reach achieved roughly 0.84x of the planned benchmark, with delivery concentrated across the intended pin codes.

 

Audience Demographics & Segmentation

• Pin-code clusters aligned with dense, high-intent neighbourhoods, enabling efficient repetition of the message within core jewellery-buying audiences.

• A diverse platform mix combined music streamers with long-form spoken-word listeners, expanding exposure across varied content preferences.

 

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.

 

Alukka Gold Ad Execution

 

 

 

Daypart / Timing Insights

• Early to mid-period days (Oct 25–29) showed improving CTR alongside steady delivery, indicating favourable dayparts and effective optimization.

• A sharp delivery spike on Oct 31 corresponded with softer LTR and CTR, suggesting that late-week scale should be paired with tighter placement controls and more refined audience filters.

 

Geographic / Regional Performance

Delivery concentrated within a defined Delhi pin-code set, enabling precise frequency control and rapid optimization as traction emerged. This supported a region-first strategy well-suited to premium retail categories such as jewellery.

 

Key Learnings & Takeaways

• A diversified audio platform mix can generate multi-x CTR uplift when paired with accurate geo-segmentation.

• Rapid scaling without quality safeguards can depress LTR ;real-time thresholds on supply quality and frequency caps are essential.

• Companion banners effectively reinforce recall and intent, but click-path data should be segmented to distinguish performance between audio-led and companion-led clicks.

 

Challenges & How They Were Addressed

• Quality dips during surge periods: A late-period spike in delivery led to lower LTR. This was resolved by tightening audience filters, recalibrating frequency, and prioritizing higher-quality supply paths.

• Continuity concerns: Zero delivery on the final day required immediate pacing checks and updated end-date guardrails to prevent loss of impressions.

 

Recommendations for Future Campaigns

• Introduce automated guardrails that adjust delivery when LTR drops below a defined threshold or when CTR diverges from historical daypart behaviour.

• Pre-approve a tiered list of premium supply sources, reserving additional scale only for whitelisted inventory to preserve quality.

• Test creative A/B versions with shorter intros for long-tail apps to protect LTR while retaining the full 30-second narrative on premium platforms.

• Maintain existing pin-code clusters but rotate micro-clusters every 48–72 hours for balanced reach and frequency.

• Segment reporting between pure audio and companion-driven clicks to refine CTR expectations by placement type.

 

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 Alukka Gold 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 Rates (LTR) of approximately 0.82x.
•  This result shows that a substantial share of the audience listened all the way through, highlighting the strong performance of the audio.

 

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	0.82x

 

• 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 delivered strong, uninterrupted attention, resulting in 70–95 more completion events per 100 impressions. While the audio itself performed exceptionally well, the additional placements across various platforms did not contribute as effectively within this campaign’s context.

 

Conclusion 

The Alukka Gold x Paytunes campaign proved that when geo-targeting, platform diversity, and mobile-first audio delivery work together, brands can achieve substantial improvements in CTR while keeping LTR within healthy bounds. The campaign’s performance reinforces digital audio as a high-attention, high-impact channel for premium retail categories, especially when reaching consumers in context-rich, intent-driven environments. Ready to turn high-attention audio moments into real business outcomes? Book a strategy session with the Paytunes team to build a customised audio plan tailored to your category, audience, and growth goals.

 

Also Read – Case Study: How Mamy Poko Pants Used Digital Audio to Lift LTR & Reach with Paytunes