Driving Attention Through Sound: Honda Amaze × Paytunes Audio Campaign

 

 

Campaign Overview/Background

The Honda Amaze campaign was a strategic collaboration with Paytunes aimed at leveraging premium digital audio channels to boost brand engagement and conversions. The campaign targeted urban, tech-savvy adults aged 25 to 44 across India, utilizing a range of music streaming platforms, podcasts, and international radio apps.

Objectives

• Drive high audio ad completion and listener engagement.
• Increase click-through rates to Honda Amaze digital touchpoints.
• Maximize brand reach across relevant premium audio platforms.
• Deliver frequency that supports brand recall without audience fatigue.

 

Strategy & Execution

• Leveraged Paytunes’ programmatic audio buying and companion banner placements for a holistic audio-visual presence.
• Distributed audio ads across a mix of popular platforms, including JioSaavn, YouTube Music, PocketFM, Spotify Premium, Audible, and others, to capture diverse listener segments.
• In addition to these music apps, the campaign also leveraged podcasts and international radio platforms to expand reach and audience diversity further.
• Maintained an average ad exposure frequency of approximately 3 times per listener to optimize repeat engagement.

 

Key Results & Outcomes

 

 

• Achieved a notable uplift in Listen-Through Rate by about 1.08x, indicating strong audio content resonance and completion rates.
• Recorded a significant increase in Click-Through Rate by approximately 1.80x, showing enhanced audience interaction with campaign elements.
• Campaign reach remained stable at the baseline multiplier of about 1.0x, ensuring broad exposure.
• Specifically, podcasts contributed with an LTR uplift of 1.23x and a reach uplift of 1.00x, highlighting their effectiveness in engaging listeners.
• Delivered a multi-faceted audio experience that combined sound with engaging companion banners successfully. 

 

City-wise segmentation

 

 

Across regions, listener engagement was highly consistent, with several states demonstrating exceptional response rates. The top-performing regions stood out for their ability to sustain audience attention and drive higher completion levels, reflecting the overall effectiveness of the campaign’s creative and targeting strategy. Below are the five regions that recorded the highest LTR scores, highlighting the campaign’s widespread impact across diverse markets.

• Sikkim achieved the highest LTR at 1.05x, reflecting exceptional listener engagement.
• Manipur followed closely with an impressive 1.04x LTR.
• Delhi recorded a strong performance, reaching a 1.03x LTR.
• Punjab maintained steady engagement levels with a 1.03x LTR.
• Mizoram rounded off the top five, delivering a solid 1.03x LTR.

 

Audience Demographics & Segmentation

• Target focus: Adults aged 25-44 years, gender balanced.
• Audience showed high engagement consistency across music and podcast platforms, aligning with tech-savvy, aspirational urban consumers.

 

Daypart/Timing Insights

• Campaign delivery showed peaks on specific days, suggesting patterns in listener engagement. Optimizing the timing of audio spots could further amplify campaign effectiveness.

 

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.

 

Honda Amaze Ad Execution –

 

 

 

Geographic/Regional Performance

• The campaign was PAN India, with consistent reach and engagement across major regions.
• Further geographic granularity could help target high-potential markets more intensively.

 

Key Learnings & Takeaways

• Audio ads paired with companion banners dramatically enhance engagement.
• Frequency control at around 3x allows strong brand recall without fatigue.
• A diverse platform mix ensures coverage but requires fine-tuning of creatives per platform.
• Timing insights are crucial for optimizing ad delivery and maximizing ROI.

 

Challenges & How They Were Addressed

• Variability in ad delivery on some platforms was mitigated by dynamically reallocating spots mid-campaign.
• Creative relevance issues on lower-performing platforms were identified and addressed through iterative content refresh.

 

Recommendations for Future Campaigns

• Deepen audience segmentation by platform for tailored messaging and creatives.
• Use daypart data to schedule ads during peak engagement windows.
• Improve cross-platform creative tailoring to boost CTR uniformly.
• Implement regular mid-campaign optimizations based on real-time data.

 

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 Honda Amaze 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 approximately 1.08x 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	1.08x  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 

This Honda Amaze campaign showcases how a thoughtfully crafted digital audio strategy, powered by Paytunes, can transform passive listening into active engagement. By combining precise targeting, creative storytelling, and measurable outcomes, brands can connect with audiences in more meaningful ways.

Ready to amplify your brand’s voice and impact? Partner with Paytunes to craft data-driven audio experiences that truly resonate.

 

Also Read –  Asian Paints Digital Audio Campaign with Paytunes | Case Study & Results