Campaign Overview / Background
In collaboration with Paytunes, a leading digital audio advertising platform, Ultratech Cement Audio Campaign launched a hyperlocal festive initiative during Rath Yatra in eastern India. The campaign strategically tapped into the cultural moment by reaching devotees traveling along the festival route through geo-targeted audio spots paired with companion banners. With Paytunes’ precise targeting and measurement framework, the campaign ensured both contextual relevance and engagement accountability, turning a seasonal opportunity into a measurable success story.
Objectives
- Drive memorable brand engagement during a peak cultural event.
- Boost user interaction through listener retention (LTR) and CTR (ad clicks).
- Build brand awareness in Orissa, specifically along the Puri Rath Yatra route.
- Extend reach among males aged 25–55, a strategically important consumer base.
Strategy & Execution
- Contextual Geo-Targeting: Delivery was ring-fenced to the Rath Yatra route, capturing audiences in the heart of the event and leveraging the emotional resonance of the festival.
- Audience Focus: Targeting primarily men aged 25–55, aligning with key decision-makers for the category.
- Platform Selection: Pocket FM was chosen for its immersive audio environment and proven reach among festival devotees.
- Creative Assets: Short-form 20–30 second audio spots paired with companion banners reinforced recall through both sound and sight.
- Frequency Control: Exposure was capped at approximately three touchpoints per user to drive reinforcement without causing fatigue.
- Brand-Safe Delivery: Standard placements within the audio platform ensured a safe and focused environment for brand messaging.
Key Results & Outcomes
- LTR: Achieved 1.11× benchmark, reflecting solid listen-through uplift and strong message stickiness.
- CTR: Delivered 5.3× benchmark, showcasing exceptional call-to-action resonance and proving the message strongly motivated action.
- Reach: Landed at 1.00× of the target, meeting planned scale effectively without audience fatigue.
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.
Audience Demographics & Segmentation
- Majority responsiveness came from mid-aged men (25–55 years).
- Strong affinity was noted in the 35–44 cohort, highlighting them as a high-value audience for future cultural campaigns.
Geographic / Regional Performance
- Exclusive focus on Orissa (Puri route) strengthened authenticity and resonance.
- The targeted geography ensured full planned reach delivery, validating that contextual precision can drive both relevance and scale.
Key Learnings & Takeaways
- Contextual alignment drove action: The campaign’s timing and placement during Rath Yatra delivered exceptionally strong responsiveness, highlighted by a 5.3× CTR.
- Audio held attention effectively: With an LTR uplift of 1.11×, the creative sustained listener focus, reinforcing the brand message.
- High-value audience insights: The 35–44 age group demonstrated the strongest engagement, marking them as a priority segment for future cultural and regional campaigns.
- Efficient engagement quality: Even within a compact window, the campaign achieved outstanding per-impression efficiency, validating the strength of the audio + banner format.
Challenges & How They Were Addressed
Challenge:
- Tight geo-targeting during the Rath Yatra corridor led to limited supply of impressions, making it difficult to expand scale freely.
Response:
- Despite this, Paytunes optimized frequency (~3 exposures per listener) and ensured brand-safe delivery on Pocket FM.
- This helped achieve full planned reach (1.00× of target) while maintaining exceptional efficiency in CTR (5.3× benchmark) and solid LTR uplift (1.11× benchmark).
Recommendations for future campaigns
- Double Down on High-Value Audiences: Focus future targeting around the 35–44 cohort, which showed the strongest responsiveness, while continuing to include adjacent 25–34 for incremental scale.
- Expand Contextual Moments: Replicate the Rath Yatra strategy during other regional or cultural festivals to tap into high-intent, emotionally engaged audiences.
- Leverage Creative Variants: Build multiple audio and banner variations to A/B test opening hooks, CTAs, and sonic branding. This will optimize resonance while keeping the campaign fresh.
- Optimize Through Dayparting:Introduce time-of-day targeting to match listening peaks (commutes, evenings, festival prime hours), ensuring delivery coincides with maximum attentiveness.
- Scale Through Multi-Platform Presence:Extend delivery across additional audio and streaming platforms beyond Pocket FM, multiplying reach while maintaining the proven engagement efficiency of audio-first formats.
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 UltraTech Cement 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 1.11× industry benchmark, reflecting strong message stickiness and solid completion uplift.
- This result means a substantial share of the audience listened all the way through—significantly higher than what most 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 | ~80–85 | 1.11× uplift (UltraTech Cement) |
- 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, as seen in the UltraTech Cement campaign, commanded undistracted, multitasking-friendly attention, leading to 3–8x more completion events per 100 impressions than most display or short video placements.
Build Stronger Campaigns with Paytunes—Proven by UltraTech Cement
The UltraTech Cement campaign, powered by Paytunes, demonstrated how precision audio drives exceptional results—from 5.3× stronger call-to-action response to above-benchmark listen-through rates that kept audiences fully engaged.
Now, imagine what Paytunes’ audio-first strategy can unlock for your brand. Whether your goal is to boost recall, sustain attention, or spark high-intent actions, Paytunes delivers immersive digital audio experiences that truly resonate.
Let’s craft your next success story together. Connect with Paytunes today and discover how audio can cement your brand’s place in the listener’s mind.