{"id":1362,"date":"2025-10-24T13:35:02","date_gmt":"2025-10-24T08:05:02","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1362"},"modified":"2026-04-06T04:03:34","modified_gmt":"2026-04-05T22:33:34","slug":"asian-paints-digital-audio-campaign-with-paytunes-case-study-results","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/asian-paints-digital-audio-campaign-with-paytunes-case-study-results\/","title":{"rendered":"Asian Paints Digital Audio Campaign with Paytunes | Case Study & Results"},"content":{"rendered":"

How Asian Paints Drove Engagement Through Digital Audio Ads with Paytunes<\/b><\/h1>\n

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\"Asian<\/p>\n

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Campaign Overview\/Background<\/b><\/h2>\n

Asian Paints partnered with Paytunes to execute a digital audio campaign aimed at enhancing brand engagement through programmatic audio ads across leading audio streaming platforms in Kerala. The campaign ran for roughly a month, targeting males aged 25-45 in key Kerala regions, leveraging audio ads paired with companion banners to maximize reach and engagement.<\/span><\/p>\n

Objectives<\/span><\/h3>\n
    \n
  • Increase audio ad listen-through rates (LTR) to ensure brand message resonance.<\/span><\/li>\n
  • Expand reach within the core demographic and geographic areas.<\/span><\/li>\n
  • Drive click-through rates (CTR) to companion banners for actionable engagement.<\/span><\/li>\n
  • Leverage data-driven insights for campaign optimization.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • Targeted digital audio ads on YouTube Music, JioSaavn, and Wynk Music.<\/span><\/li>\n
    • Use of companion banners to supplement audio ads and provide direct conversion pathways.<\/span><\/li>\n
    • Focus on key urban and semi-urban Kerala markets with high male 25-45 affinity audiences.<\/span><\/li>\n
    • Staggered campaign delivery with consistent audio spot delivery to sustain frequency over campaign duration.<\/span><\/li>\n<\/ul>\n

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      Key Results & Outcomes<\/span><\/h3>\n

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      \"Asian<\/p>\n

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      • Achieved a significant uplift in <\/span>LTR by approximately 1.25x<\/span>, indicating strong audio content engagement.<\/span><\/li>\n
      • Reach was stable at a marginal increase of around 1x<\/span>, effectively maintaining audience exposure across platforms.<\/span><\/li>\n
      • CTR showed a decline to about 0.20x<\/span>, signaling opportunities for improving banner or call-to-action effectiveness.<\/span><\/li>\n
      • Completion rates were especially strong in core Kerala cities, highlighting successful regional targeting.<\/span><\/li>\n<\/ul>\n

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        Audience Demographics & Segmentation<\/span><\/h3>\n
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        • Predominantly males aged 25-45 constituted the target group.<\/span><\/li>\n
        • Strong concentration in Kerala\u2019s metropolitan and urban centers such as Kochi, Ernakulam, and Thiruvananthapuram.<\/span><\/li>\n
        • Audience affinity data supported the chosen focus on this demographic and these regions.<\/span><\/li>\n<\/ul>\n

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          Daypart\/Timing Insights<\/span><\/h3>\n
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          • The campaign saw peaks in audio impressions and engagement within the first two weeks of February.<\/span><\/li>\n
          • Engagement fluctuated throughout the campaign duration, indicating the importance of sustained frequency and timing to maintain listener interest.<\/span><\/li>\n<\/ul>\n

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            Geographic\/Regional Performance<\/span><\/h3>\n
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            • Kerala was the primary geo-focus with nuanced performance variations by district.<\/span><\/li>\n
            • Kochi, Ernakulam, Thiruvananthapuram, and Kozhikode demonstrated higher engagement and completion rates.<\/span><\/li>\n
            • Smaller districts showed lower click and completion rates, suggesting room for deeper localization or content tailoring.<\/span><\/li>\n<\/ul>\n

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              Device Type Breakdown & Reach Strategy<\/span><\/h3>\n
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              • Mobile Android<\/b>
                \n<\/span>Dominated delivery with ~87.74% share of total impressions.<\/span>
                \n<\/span>Primary driver of LTR and CTR uplift across the campaign.<\/span><\/li>\n
              • Mobile iOS<\/b>
                \n<\/span>Accounted for ~10.92% share, representing the second-largest contributor.<\/span>
                \n<\/span>Played a key role in complementing Android reach, especially among premium users.<\/span><\/li>\n
              • Tablet (Android)<\/b>
                \n<\/span>Very minimal share (~0.6%)<\/span>
                \n<\/span>Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n
              • Desktop (Other)<\/b>
                \n<\/span>Represented ~0.42% of impressions.<\/span>
                \n<\/span>Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n
              • Smart Home Devices \/ Smart Watches<\/b>
                \n<\/span>Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n
              • Tablet (iPad)<\/b>
                \n<\/span>Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/li>\n<\/ul>\n

                Insight: <\/b>The campaign’s engagement metrics like LTR and CTR was primarily driven by mobile-first consumption, validating Paytunes\u2019 strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.<\/span><\/p>\n

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                Asian Paints Ad Execution \u2013<\/strong><\/h3>\n

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