How Health & Glow Drove 1.04× CTR with a Digital Audio Campaign | Paytunes

 

 

Campaign Overview

Health & Glow is one of India’s most trusted beauty and wellness retailers, offering a wide range of skincare, personal care, and wellness products through its stores and digital platforms. In October, Health & Glow partnered with Paytunes to run a focused 10-day digital audio campaign designed to capture attention in a cluttered media environment. The campaign combined 30-second in-stream audio spots with companion banners across premium audio platforms, targeting urban female audiences on high-value devices. The objective was to strengthen brand visibility, sustain strong listening attention, and encourage traffic to stores.healthandglow.com through contextual, offer-led messaging.

 

Objectives

• Strengthen brand visibility among urban, premium device users.

• Drive qualified traffic to stores.healthandglow.com.

• Deliver measurable uplifts with LTR, CTR, while maintaining steady reach.

• Use personalized, location-based offers, with 20% extra off in Bangalore and 10% off in other cities.

 

Strategy & Execution

• Deployed up to 30-second in-stream audio commercials across Wynk, YouTube Music, JioSaavn, Pocket FM, and other premium platforms.

• Maintained a controlled frequency cap of 4 with net CPM optimization to balance attention and scale.

• Applied geo-prioritization with higher allocation to Bangalore, supported by differentiated offers.

• Targeted females aged 28–35 using premium devices with high purchase intent.

• Integrated clickable companion banners that directed users seamlessly to the landing page.

 

Key Results & Outcomes

 

 

• Achieved a solid LTR uplift of 1.04×, indicating strong message completion.

• Delivered an exceptional CTR uplift of 2.33×, demonstrating high post-listen action.

• Maintained stable reach at 1.00× throughout the campaign period.

 

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.

 

Health & Glow Ad Execution

 

 

Audience Demographics & Segmentation

• Focused primarily on females aged 28–35 using premium devices.

• Segmented by urban affluence to maximize relevance and engagement.

• Bangalore audiences showed higher responsiveness, aligning strongly with deeper, localized discounts.

 

Daypart & Timing Insights

• Stronger LTR and CTR performance was observed during the mid-campaign window.

• Daily delivery ramped up smoothly, reaching near-complete pacing.

• Early exposure built momentum, while prime listening hours sustained attention and action.

 

Geographic Performance

• Bangalore emerged as the strongest market with higher LTR efficiency driven by aggressive offers.

• Other cities such as Hyderabad, Chennai, and Kolkata contributed to stable and incremental reach.

• Regional customization helped amplify overall performance multipliers.

The campaign recorded strong Listen-Through Rate (LTR) uplift across key metro markets, highlighting cities where audiences demonstrated higher-than-average attention and engagement with the audio creatives. The following cities emerged as the top LTR performers.

 

City Wise Segmentation

 

 

• Bengaluru (1.18× uplift): Strong uplift reflects high creative relevance and sustained listening among a digitally savvy audience.

• Hyderabad (1.18× uplift): Consistent uplift indicates effective message resonance within a high-consumption metro market.

• Kolkata (1.16× uplift): Above-average uplift highlights deeper listener attention and strong audio receptivity.

• Chennai (1.12× uplift): Steady uplift points to reliable engagement in a mature regional audio market.

 

Key Learnings

• Audio combined with companion banners can unlock more than 2× CTR potential for beauty and wellness brands.

• Geo-specific offers significantly improve LTR in priority markets.

• Mid-campaign optimization plays a critical role in maximizing delivery and outcomes.

 

Challenges Addressed

• Minor under-delivery toward the end of the campaign was offset by earlier over-achievement.

• Variability in CTR was balanced through a diversified platform mix.

• Proactive pacing and optimization ensured overall targets were met.

 

Recommendations

 

• Scale Bangalore-focused strategies with up to 1.5× higher budget allocation.

• Test extended listening hours to sustain performance peaks.

• Introduce A/B testing of audio creatives to unlock additional CTR gains.

 

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 Health and glow 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 1.04x 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	1.04x  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 Health & Glow × Paytunes collaboration demonstrated how high-impact digital audio can command real attention in a crowded media environment. With strong LTR performance, followed by standout CTR uplift and stable reach, the campaign proved that audio, when combined with smart targeting and localized offers, can drive meaningful outcomes for beauty and wellness brands. Ready to make your brand heard where attention truly matters? Connect with Paytunes to plan your next high-impact audio campaign.

 

Also Read – Paytm Insider King Finder Audio Campaign Case Study | Paytunes