How Paytunes Amplified Palladium Mall’s Reach with a High-Impact Digital Audio Campaign

 

 

Campaign Overview

The Palladium Mall digital audio campaign was a strategic collaboration with Paytunes, deploying programmatic audio ads across a premium mix of audio and gaming platforms. The campaign targeted females and males aged 18-45+ in Ahmedabad over a concise two-day burst in January 2025, leveraging a blend of audio ads and companion banners to strengthen brand presence.

Objectives

• Drive high listen-through rates (LTR) and click-through rates (CTR) to maximize audience engagement.
• Achieve wide reach among the target group while maintaining meaningful frequency.
• Optimize platform mix for audience segmentation and maximize ROI through targeted audio inventory.

 

Strategy & Execution

• The campaign ran on elite audio platforms including YouTube Music, JioSaavn, Wynk Music, PocketFM, various gaming apps, and international radio stations.
• Ad creatives up to 30 seconds were accompanied by companion banners to reinforce messaging.
• Frequency was carefully managed to maintain approximately 4 exposures per user, ensuring optimal recall without saturation.
• Geotargeting focused on Ahmedabad with detailed audience segmentation by gender and age.

 

Key Results & Outcomes

 

 

• Listen-through rate demonstrated a significant uplift at around 1.08x over typical benchmarks.
• Click-through rate performance delivered an impressive 4.33x increase, validating audience interest and ad effectiveness.
• Reach was slightly below baseline at 0.77x, reflecting a targeted but concentrated audience approach.
• Diverse platform mix ensured balance between reach, engagement, and frequency.

 

Platform-wise Segmentation

 

 

• JioSaavn recorded a Listen-Through Rate (LTR) uplift of 1.15x and a Click-Through Rate (CTR) of 4.63x.

• PocketFM achieved an LTR uplift of 1.10x and a CTR of 3.27x.

• Gaming apps showed an LTR uplift of 1.02x and the highest CTR at 5.63x.

• International radio apps delivered an LTR uplift of 1.02x and a CTR of 3.40x.

• Overall, JioSaavn had the highest LTR, while gaming apps drove the highest CTR.

 

Audience Demographics & Segmentation

• Balanced gender targeting with a slightly lower female share of just over 36%.
• Age segmentation showed strongest engagement among middle-aged listeners (35-44 and 45+), with opportunities to enhance younger audience segments.
• Platform preferences varied with gaming apps favoring younger, engaged users while international radio attracted older demographics.

 

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.

 

Daypart/Timing Insights

• The two-day campaign concentrated audio spots uniformly, optimizing impressions and frequency.
• Peak ad delivery on the second day saw higher engagement and click volume, indicating growing campaign momentum.

 

Geographic/Regional Performance

• Focused exclusively on Ahmedabad, allowing hyperlocal targeting and message relevance.
• The mix of audio and gaming platforms localized audience reach effectively within the city.

 

Key Learnings & Takeaways

• Collaborating with Paytunes’ programmatic audio inventory delivers high engagement with measurable LTR and CTR uplifts.
• Gaming apps provide a potent channel for interactive and engaged audiences.
• Companion banner support reinforces audio messaging, contributing to click performance.
• Fine-tuning reach versus frequency balance is critical – emphasizing quality over quantity enhanced brand recall.

 

Challenges & Solutions

• Slightly lower than target reach was addressed through platform diversification, including international radio and gaming.
• Balancing frequency and saturation risk required precise delivery pacing and targeting refinement.

 

Recommendations for Future Campaigns

• Expand younger demographics by increasing presence on gaming platforms and youth-centric audio channels.
• Experiment with varied audio ad lengths and interactive formats to deepen engagement.
• Consider multi-city rollouts leveraging hyperlocal targeting for scalable reach.
• Integrate richer data insights for dynamic daypart optimization across time zones.

 

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 Palladium Mall 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) 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 

The Palladium Mall audio campaign powered by Paytunes delivered a significant uplift in audience engagement, proving the strength of programmatic audio advertising within a strategic platform mix. Brands seeking impactful digital audio presence should consider Paytunes for optimized reach, frequency, and interactive ad experiences.

Interested in replicating these results? Contact us today for a demo and learn how Paytunes can elevate your next campaign with targeted programmatic audio advertising.

 

Also Read – Honda Amaze Audio Campaign with Paytunes | Case Study