{"id":1697,"date":"2026-02-25T17:19:50","date_gmt":"2026-02-25T11:49:50","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1697"},"modified":"2026-04-06T03:38:47","modified_gmt":"2026-04-05T22:08:47","slug":"ambuja-cement-case-study-1-07x-ltr-5x-ctr-via-digital-audio-paytunes","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/ambuja-cement-case-study-1-07x-ltr-5x-ctr-via-digital-audio-paytunes\/","title":{"rendered":"Ambuja Cement Case Study | 1.07\u00d7 LTR & 5\u00d7 CTR via Digital Audio \u2014 Paytunes"},"content":{"rendered":"

How Ambuja Cement Achieved 1.07\u00d7 Listen-Through Rate & 5\u00d7 CTR Uplift with Paytunes Digital Audio Advertising<\/span><\/h1>\n

 <\/p>\n

\"Ambuja<\/p>\n

 <\/p>\n

Introduction & Campaign Overview<\/span><\/h2>\n


\n<\/b>Ambuja Cement, one of India\u2019s most trusted and performance-led cement brands, partnered with Paytunes in <\/span>November 2025<\/b> to strengthen brand connection and message retention in high-intent construction markets. The <\/span>45-day digital audio campaign<\/b> leveraged premium streaming and gaming environments to reinforce Ambuja\u2019s reliability and product strength at moments when audiences are most attentive. By combining 30-second in-stream audio with clickable companion banners, the campaign tapped into audio\u2019s unique ability to deliver sustained attention during commutes, work breaks, and leisure time, driving early impression over-delivery and strong engagement across key regions.<\/span><\/p>\n

 <\/p>\n

Objectives<\/b><\/h3>\n
    \n
  • Prioritize <\/span>Listen-Through Rate (LTR)<\/b> to ensure full message absorption and high brand recall.<\/span><\/li>\n
  • Drive meaningful <\/span>CTR<\/b> through contextual companion banners.<\/span><\/li>\n
  • Expand reach among construction decision-makers and influencers in high-growth regions.<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Strategy & Execution<\/b><\/h3>\n
      \n
    • Programmatic buying via Paytunes DSP enabled precise geo-targeting across Maharashtra, Gujarat, Rajasthan, Punjab, West Bengal, and Haryana.<\/span><\/li>\n
    • Behavioral retargeting focused on users exposed to competitor categories such as Ultratech and Dalmia.<\/span><\/li>\n
    • 30-second audio creatives delivered in Hindi and English, highlighting Ambuja\u2019s value propositions like BLS and long-term reliability.<\/span><\/li>\n
    • Even daypart distribution ensured consistent exposure throughout the day, with frequency capped at four to prevent fatigue.<\/span><\/li>\n
    • Mobile-first delivery ensured near-complete coverage of Android-heavy audiences using mid-range handsets (\u20b98K\u2013\u20b950K).<\/span><\/li>\n<\/ul>\n

       <\/p>\n

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

       <\/p>\n

      \"Key<\/p>\n

       <\/p>\n

        \n
      • LTR delivered first and strongest<\/b>, achieving a <\/span>1.07\u00d7 uplift<\/b> over benchmarks, with consistently high completion rates throughout the campaign.<\/span><\/li>\n
      • CTR uplift recorded a 5\u00d7 surge<\/b> over baseline, driven by early resonance between audio messaging and companion banners.<\/span><\/li>\n
      • Reach exceeded expectations by 1.01\u00d7<\/b>, supported by impression over-delivery and late-campaign volume spikes.<\/span><\/li>\n
      • Performance stability during scale-up phases reinforced audio\u2019s efficiency even at higher delivery levels.<\/span><\/li>\n<\/ul>\n

         <\/p>\n

        Device-Level Performance Insights<\/b><\/h3>\n
          \n
        • Mobile Android<\/b>\n
            \n
          • ~87.74% of total impressions<\/span><\/li>\n
          • Primary driver of LTR and CTR uplift, confirming strong attention and interaction on smartphones.<\/span><\/li>\n<\/ul>\n<\/li>\n
          • Mobile iOS<\/b>\n
              \n
            • ~10.92% share<\/span><\/li>\n
            • Contributed incremental reach among premium users and complemented Android performance.<\/span><\/li>\n<\/ul>\n<\/li>\n
            • Tablet (Android)<\/b>\n
                \n
              • ~0.6% share<\/span><\/li>\n
              • Likely supported passive or incidental listening sessions.<\/span><\/li>\n<\/ul>\n<\/li>\n
              • Desktop (Other)<\/b>\n
                  \n
                • ~0.42% of impressions<\/span><\/li>\n
                • Minimal engagement, not core to audio interaction behavior.<\/span><\/li>\n<\/ul>\n<\/li>\n
                • Smart Home Devices \/ Smart Watches<\/b>\n
                    \n
                  • Combined ~0.17% share<\/span><\/li>\n
                  • Negligible interaction, highlighting limited audio engagement on wearables and IoT devices.<\/span><\/li>\n<\/ul>\n<\/li>\n
                  • Tablet (iPad)<\/b>\n
                      \n
                    • ~0.14% share<\/span><\/li>\n
                    • Lowest delivery, reflecting limited relevance for the target demographic.<\/span><\/li>\n<\/ul>\n<\/li>\n
                    • Insight:<\/b>\n
                        \n
                      • Engagement outcomes were overwhelmingly driven by <\/span>mobile-first consumption<\/b>, validating Paytunes\u2019 smartphone-focused audio strategy.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

                        Ambuja Ad Execution –<\/h3>\n

                         <\/p>\n