Tata Realty Audio Campaign Case Study: Driving High-Intent Homebuyer Engagement with Paytunes

 

Campaign Overview/Background

Tata Realty, one of India’s leading real estate developers known for its high-quality residential and commercial projects, partnered with Paytunes to strengthen awareness and consideration among homebuyers in eastern India. In August 2024, the brand executed a 30-day digital audio campaign aimed at connecting with audiences actively exploring real estate opportunities across Kolkata and the wider West Bengal region.

The campaign delivered premium audio ads across JioSaavn, Wynk, PocketFM, and Zenoradio, using precise geographic, language, and device-based targeting to reach affluent, mobile-first listeners in both urban and semi-urban pockets. With multilingual messaging and real-time optimisation powering the distribution, the effort focused on delivering immersive, relevant communication that could drive both recall and high-intent engagement.

Objectives

• Build sustained awareness and drive deeper consideration for Tata Realty’s portfolio in eastern India.

• Deliver contextually relevant audio messaging to high-value homebuyer segments.

• Improve user engagement by maximising listen-through rates and driving click traffic for detailed exploration.

 

Strategy & Execution

• Targeting combined age, location, language, and handset value to focus delivery on financially mature, mobile-advanced users.

• Custom Hindi and English creatives were served based on listener preferences, ensuring natural relevance.

• A real-time performance dashboard allowed continuous optimisation, prioritising users who had previously engaged with Tata Realty campaigns.

• Ad distribution followed peak urban and semi-urban listening hours, supported by companion banners to strengthen visibility and reinforce action intent.

 

Key Results & Outcomes

 

 

LTR increased by 1.15×, showing more users listened to the ads in full.

CTR rose by 3.2×, demonstrating a strong improvement in interest and traffic to the landing page.

Reach held steady at 1.00×, confirming consistent audience availability while performance strengthened through creative and timing improvements.

Daily insights revealed short-term spikes driven by optimal message timing and refreshed creatives.

 

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.

 

Audience Demographics & Segmentation

Primary audience comprised financially mature listeners aged 35–44 using ₹50,000+ devices.

Messaging was tailored for both male and female listeners, supported by gender-based optimisation.

Separate strategies for Kolkata and Rest of West Bengal helped sharpen local relevance and creative alignment.

 

Daypart/Timing Insights

• Delivering ads during prime listening hours significantly boosted listen-through.

• Certain days saw up to 2× increases in LTR or CTR, indicating direct correlation between scheduled delivery and user response.

 

Geographic/Regional Performance

• Dividing West Bengal into Kolkata and non-metro clusters allowed a clear comparison of listening behaviour.

• Semi-urban pockets showed strong potential, with notable improvements in both listen-through and click interactions.

 

City-Wise LTR Segmentation

 

 

The campaign achieved strong Listen-Through Rate (LTR) uplift across key cities, highlighting markets where audiences showed above-average attention to the audio creatives. The following cities stood out as the top LTR performers, each delivering notable x-wise uplift during the campaign.

• Kolkata (1.16× uplift): Strong uplift indicates high listener attentiveness and effective resonance of the audio message in the metro market.

• Siliguri (1.12× uplift): Consistent LTR uplift reflects growing digital audio consumption and engaged regional audiences.

• North Dumdum (1.16× uplift): Near-par uplift to top metros shows sustained listening and strong creative relevance.

• Durgapur (1.03× uplift): Moderate uplift suggests steady reach with stable, baseline engagement levels.

• Asansol (1.16× uplift): High uplift highlights strong message absorption among listeners in this emerging urban market.

• Howrah (1.07× uplift): Positive uplift points to reliable engagement and effective frequency exposure across the city.

 

Key Learnings & Takeaways

• Precision targeting across age, language, device value, and region created measurable gains in both LTR and CTR.

• Continuous optimisation and timely creative refreshes helped maintain engagement without diluting reach.

• The combination of consistent reach and strengthened performance demonstrated an efficient campaign funnel.

 

Challenges & How They Were Addressed

• Static reach growth necessitated ongoing creative refresh and segment tuning; periodic messaging variation mitigated audience fatigue.
• Regional skew required nuanced optimization between Kolkata and less urbanized areas, surfaced through micro-geographic performance monitoring.
• Select time slots underperformed: daypart data led to quick rescheduling and focus on higher-converting windows.

Recommendations for Future Campaigns

• Broaden creative rotation to sustain uplift over longer periods.
• Explore expanded budget allocations for high-LTR segments while also pilot-testing new geos for market extension.
• Incentivize engagement beyond CTR, e.g., personalized landing experiences or integrated lead-gen forms.
• Use regular infographics and dashboards to keep stakeholders aligned in real time.

 

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 Tata Realty 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 1.15x 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	1.15x  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 Tata Realty x Paytunes collaboration in August 2024 stands out as a highly efficient, data-led audio campaign that maintained consistent reach while significantly improving both listening and action metrics. By combining smart targeting, multilingual creative delivery, and real-time optimisation, Tata Realty successfully strengthened its connection with high-intent homebuyers across West Bengal.

If you’d like to achieve similar results for your brand, reach out to Paytunes and unlock the power of intelligent audio marketing.

 

Also Read – Shell Audio Campaign Case Study | Paytunes