How Paytm Insider’s King Finder Audio Campaign Drove High LTR with Paytunes

 

 

Campaign Overview/Background

Paytm Insider, a leading platform for discovering and booking live events across India, partnered with Paytunes to amplify awareness for its “King Finder” hip-hop initiative in July 2024. The 7-day digital audio campaign was designed to connect urban music lovers in Delhi with upcoming live hip-hop experiences. By using immersive, in-stream audio supported by companion banners across premium streaming platforms, the campaign highlighted how audio-first storytelling can build attention, drive interest, and guide listeners toward action during moments of high engagement.

 

Campaign Objectives

• Drive strong awareness and ticket interest for Paytm Insider’s hip-hop events among affluent young adults.

• Prioritise the Listen-Through Rate (LTR) as the primary success metric, followed by Click-Through Rate (CTR) and reach.

• Ensure audio engagement translated into meaningful user action through clear call-to-action messaging.

 

Strategy & Execution

• Delivered 30-second digital audio ads with clickable companion banners across Wynk, JioSaavn, Pocket FM, and Zeno.

• Applied frequency control of three exposures per user to balance recall and listener comfort.

• Targeted men and women aged 18–45 in Delhi, focused on premium smartphone users and hip-hop genre listeners.

• Executed a sharp 7-day burst in July, aligned with rising interest around live performances by popular desi rap artists such as Seedhe Maut and Karma.

 

Key Results & Outcomes

 

 

• Delivered a strong 1.16x uplift in Listen-Through Rate (LTR) against benchmarks, highlighting high audio completion and sustained listener attention.

• Achieved a 2.07x improvement in Click-Through Rate (CTR), demonstrating effective movement from attention to user action.

• Met planned delivery with 1.00x reach, ensuring consistent exposure among the intended audience.

• High completion rates and a diversified platform mix ensured engagement remained both wide and well-targeted across premium streaming environments.

 

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.

 

Paytm Insider King Finder Ad Execution

 

 

Audience Demographics & Segmentation

• Core audience consisted of young urban professionals aged 18–45 with balanced gender representation.

• High-value device ownership and strong affinity for hip-hop music drove deeper engagement.

• Genre- and location-based targeting ensured contextual relevance and stronger listener loyalty.

 

Daypart & Timing Insights

• Mid-week delivery showed progressive improvement in LTR as familiarity and recall increased.

• Slight dips over weekends suggested stronger weekday listening patterns, likely linked to commute and routine usage.

• Evening listening windows appeared to support higher engagement, though no sharp hourly spikes were observed.

 

Regional Performance

• The Delhi-focused approach delivered consistent results, validating the city’s strong appetite for live hip-hop events.

• Performance stability indicated clear potential to scale similar campaigns across other metro markets.

 

Key Learnings & Takeaways

• Hip-hop genre targeting consistently drives higher LTR compared to broader music categories.

• Companion banners significantly enhance CTR when paired with immersive audio.

• Short, high-intensity campaign bursts help build momentum, with LTR improving day by day.

 

Challenges & Optimisation

• Minor fluctuations in daily delivery were managed through real-time optimisation to meet overall targets.

• CTR started modestly and improved after creative refinements during the campaign window.

 

Future Recommendations

• Expand to other Tier-1 cities using the same genre-led targeting approach to scale reach by up to 1.5x.

• Test peak-hour scheduling and additional companion formats to push CTR further.

• Experiment with different artist callouts to drive even stronger LTR.

 

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 Paytm 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 1.16x 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	1.16x  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 July 2024 collaboration between Paytm Insider and Paytunes clearly demonstrated the power of digital audio in promoting live entertainment. By delivering strong LTR uplift followed by impressive CTR gains within just 7 days, the campaign proved that well-targeted audio can cut through clutter, sustain attention, and inspire action in a competitive market.

If you’re looking to turn real listener attention into measurable results, connect with Paytunes and explore how audio can work for your brand.

 

Also Read –  Karnataka Bank Audio Campaign Case Study | Paytunes