Campaign Overview
Amazon’s June 2024 digital audio campaign in partnership with PayTunes, a leading audio advertising platform, successfully promoted its bicycle category to India’s growing fitness enthusiast community.
This case study showcases how audio marketing, targeted digital advertising, and fitness-focused messaging came together to drive engagement and conversions. With cycling emerging as a lifestyle trend among India’s health-conscious youth, Amazon aimed to position itself as the go-to destination for fitness gear. Here, engagement is defined through LTR (Listen-Through Rate), CTR (Click-Through Rate), and Reach.
Objectives
Increase Brand Awareness: Elevate Amazon’s profile among health and fitness enthusiasts across India.
Drive Engagement: Utilize high-impact audio ad formats to maximize user interaction and recall.
Achieve Measurable Improvements in LTR, Reach, and CTR: Focus on optimizing campaign performance across targeted age and gender segments, with a particular emphasis on younger, digitally savvy audiences.
Strategy & Execution
Multi-Platform Delivery: Ads were distributed across Wynk, Jio Saavn, and YouTube Music, covering the majority of India’s music streaming audience.
Precise Targeting: The campaign focused on users aged 18–44, with additional segmentation by gender and affinity for fitness content. This allowed Amazon to deliver highly relevant messages to each audience segment.
Geo-Tailored Reach: The campaign prioritized Tier I and II cities with high fitness engagement, such as Thane, Kochi, and Visakhapatnam. This geographic focus ensured that the campaign reached audiences most likely to respond.
Creative Synergy: Each audio spot was paired with a static banner, creating a cohesive brand experience that reinforced the campaign message and boosted recall.
Key Results & Outcomes
Listen-Through Rate (LTR): The campaign achieved 1.2x uplift in LTR compared to standard/previous campaign benchmarks. This indicates that users were highly engaged and listened to the audio ads in full.
Reach: The campaign delivered a significant uplift in reach, delivering a 1.2x improvement over average benchmarks. While the actual reach was slightly lower than initial projections, it still represented a notable improvement and successfully covered a large segment of the targeted audience.
Click-Through Rate (CTR): There was a marked increase in CTR, with one streaming platform (YouTube Music) delivering up to 2x higher CTR than others. This demonstrated the effectiveness of platform selection in driving user action
Overall Engagement (LTR, Reach, CTR): When measured by LTR, Reach, and CTR collectively, overall engagement was 1.5x higher than previous campaign averages, reflecting strong creative alignment and audience relevance.
Tier II Response: Cities like Kochi and Visakhapatnam delivered 1.3x more engagement, underscoring growth potential in non-metro markets.
Creative Impact: Audio ads paired with banners achieved 1.2x more clicks than audio-only creatives, proving the value of integrated messaging.
Audience Demographics & Segmentation
25–34 Age Group: The 25–34 age group achieved an LTR that was approximately 1.1x higher than the overall campaign average, reflecting strong engagement and ad completion rates within this segment. The CTR for the 25–34 age group was nearly 2x higher than the overall campaign average. (1.55x)
18–24 Segment: Delivered 1.5x better engagement than campaign average, especially across Wynk and YouTube.
Female Users: 1.2x higher interaction rates (LTR, Reach, CTR) compared to previous campaigns; LTR among female users was notably strong.
Timing Insights
LTR, Reach, and CTR all peaked on Day 2, confirming that mid-campaign timing was optimal for user interaction.
Regional Performance
Kochi and Visakhapatnam achieved engagement rates (LTR, Reach, CTR) 1.3x higher than Tier I cities. This regional outperformance highlights the value of geo-targeting and the importance of tailoring campaigns to local audience preferences.
Key Learnings & Takeaways
Creative Synergy: The combination of audio spots and companion banners boosted engagement by 1.2x compared to audio-only ads, demonstrating the power of multi-sensory marketing.
Platform Criticality: The LTR on the highest-performing platform was 1.1x the campaign average, reinforcing that not only did this platform drive more clicks, but it also kept listeners engaged for a longer duration compared to others. Performance varied significantly across platforms, with one delivering up to 2x higher CTRs than the others.
Short Campaigns, Big Impact: Even a three-day campaign can drive measurable results in LTR, Reach, and CTR. with precise targeting and creative execution, making it a cost-effective strategy for brands looking to maximize ROI.
Collaborative Advantage: The partnership with Paytunes played a key role in amplifying reach and ensuring seamless execution across multiple platforms.
Challenges & How They Were Addressed
- Challenge: Limited Behavioural Targeting: Restricted personalization.
Solution: Future campaigns will integrate interest-based segmentation (e.g., cyclists, gym-goers) to further enhance LTR, Reach, and CTR.
- Challenge: Short Duration: Limited trend analysis.
Solution: Extending the campaign duration will help gather deeper insights into daypart trends and user behaviour, allowing for better optimization and impact.
Why This Matters for Your Brand
Audio advertising is emerging as one of the most authentic and non-intrusive ways to connect with today’s multitasking, on-the-go consumers. Amazon’s partnership with Paytunes showcased how a data-led audio strategy can:
- Boost brand recall
- Improve LTR, CTR and Reach
- Drive real business results in minimal time
Whether your audience is working out, commuting, or winding down with a playlist—audio ads offer unique, emotional touchpoints that other formats can’t match.
Ready to Activate Audio?
If you’re looking to elevate your digital Advertising through impactful, audience-aligned audio campaigns, PayTunes can help you drive results. From targeting the right listener segments to delivering seamless creative across platforms—we make your message heard.
Launch your next high-engagement audio campaign today.