How Krishnayan Used Premium Digital Audio to Reach Urban Women and Deliver Exceptional Click Performance

 

 

Campaign Overview

Krishnayan is a modern lifestyle brand focused on connecting with confident, urban women through relevant and engaging media. In May 2024, Krishnayan partnered with Paytunes to execute a sharp, high-impact digital audio campaign designed for fast visibility and strong listener engagement. The campaign ran for 1 day in May, using premium audio environments across music streaming, gaming apps, and YouTube Music. Immersive audio creatives of up to 30 seconds were paired with companion banners to reach urban audiences at moments of high attention. The initiative highlighted how Paytunes enables brands to achieve meaningful impact even within a compressed time window.

 

Objectives

• Increase brand reach among working women in key urban markets

• Drive stronger listener tune-in and completion

• Generate responsive clicks through engaging audio messaging

• Deliver efficient scale within a one-day activation window

 

Strategy & Execution

• Priority targeting across all devices

• Female-focused age groups: 24–34, 35–44, and 45–55

• Audio and banner delivery across Wynk, JioSaavn, Adswizz, Pocket FM, Triton, and YouTube Music

• Shorter creative formats, including 15-second audio on YouTube Music

• City-level targeting across Mumbai, Pune, Hyderabad, Bangalore, and Delhi for urban relevance

 

Key Results & Outcomes

 

• Achieved 1.06x uplift in LTR, indicating strong listener attention and completion
  
• Recorded a 6.03x uplift in CTR, demonstrating exceptional click responsiveness
• Delivered 1.00x reach, meeting planned scale for a single-day campaign
  
• Audio impressions met or exceeded targets with consistent banner support
  
• The Paytunes ecosystem proved effective for rapid and high-impact audio delivery

 

Audience Demographics & Segmentation

• Primary audience: Females aged 24–55

• Strongest concentration within 24–34 and 35–44 age segments

• All-device targeting captured varied listening behaviors

• Urban metro focus aligned closely with Krishnayan’s core consumer base

 

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.

Krishnayan Ad Execution –

 

 

Daypart & Timing Insights

• Campaign executed on a single high-traffic day in May

• Delivery aligned with peak listening periods across music and gaming platforms

• Short-burst exposure maximised recall while avoiding listener fatigue

 

Geographic Performance

• Strong and balanced delivery across Mumbai, Pune, Hyderabad, Bangalore, and Delhi

• Metro-only focus enabled efficient scaling without audience dilution

• Consistent performance across platforms within each city

 

City-wise Segmentation

 

 

The campaign delivered varied Listen-Through Rate (LTR) uplift across major metro markets. Benchmarked against the baseline, the following cities emerged as key LTR contributors, showcasing x-wise uplift and relative listener engagement levels.

• New Delhi (1.07× uplift): Positive uplift indicates steady listener attention and effective audio exposure in the capital market.

• Bengaluru (1.08× uplift): The highest uplift among these cities, reflecting strong creative relevance and sustained listening.

• Mumbai (1.05× uplift): Modest uplift highlights consistent engagement within a fast-paced, high-volume media environment.

• Hyderabad (0.95× uplift): Slightly below-benchmark uplift suggests comparatively lower listen-through performance during the campaign.

Key Learnings & Takeaways

• Short, impactful audio paired with banners drives strong CTR in audio-led environments

• Urban female targeting delivers stable and reliable LTR outcomes

• A mix of music and gaming platforms increases reach without compromising quality

 

Challenges & Solutions

• Limited campaign duration restricted long-term retention analysis

• High-quality creative and strict frequency control ensured strong completion

• Real-time optimisation helped address minor delivery fluctuations

 

Recommendations for Future Campaigns

• Extend campaign duration to 3–5 days for deeper LTR insights

• Test customised dayparts to unlock additional CTR gains

• Introduce video companions within gaming environments

• Expand into Tier-2 cities after metro performance validation

 

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 Krishnayan 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 1.06x 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	1.06x  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 one-day Paytunes campaign helped Krishnayan achieve strong reach, high listener attention, and standout click performance in competitive metro markets. It clearly demonstrated how well-executed digital audio can deliver immediate impact when precision and context come together. If you want your brand to achieve similar results through smart audio strategies, connect with Paytunes and start your next high-impact campaign today.

 

Also Read – AMFI × Paytunes Digital Audio Campaign Case Study