Timezone Super Double Dollar Deal: How Paytunes Audio Reached Gamers Across 20+ Markets
Turning Play into Attention: The Brief Behind Timezone’s Super Double Dollar Deal Audio Campaign
In May, Timezone, one of India’s most recognised family entertainment and gaming destinations, partnered with Paytunes to bring its Super Double Dollar Deal promotion to life through pure digital audio. The goal was simple but demanding: reach a young, entertainment-seeking audience across more than twenty Indian markets during a compact five-day promotional window, and hold their attention long enough for the offer to register. Using 30-second in-stream audio creatives supported by clickable companion banners, the campaign ran across Spotify, JioSaavn, YouTube Music, and PocketFM, meeting listeners aged 13 to 44 in the attentive, low-distraction moments that music streaming naturally creates. Performance was measured against Paytunes’ core metrics of Listen-Through Rate, Click-Through Rate, and Reach, with a real-time dashboard tracking delivery throughout.
Reaching Young Entertainment Seekers Before They Chose Their Next Outing
- Brand recall: Keep the Super Double Dollar Deal top of mind for young entertainment audiences during the promotional window.
- Listen-through quality: Sustain strong completion so the full offer message reached listeners.
- Click activity: Drive measurable clicks to the promotion landing page through companion banners.
- Efficient scale: Deliver planned volume across a wide multi-market footprint without over-frequency.
Pure Audio with Companion Banners Across Spotify, JioSaavn, YouTube Music, and PocketFM: Meeting Listeners at Their Most Attentive Moments
- Multi-platform audio: Deployed across premium music streaming inventory to capture varied listening contexts.
- 30-second creatives: In-stream audio spots paired with clickable companion banners for visual reinforcement.
- Affinity targeting: Focused on listeners aged 13 to 44 with entertainment and leisure affinities.
- Controlled frequency: Managed exposure to protect recall without listener fatigue.
- Value-add creative: One audio creative provided as a value add, with scope for regional variants on music platforms.
- Live optimisation: Real-time dashboard monitoring allowed mid-campaign reallocation of volume toward PocketFM to protect pacing.
1.17x LTR Uplift and Full Delivery: How Timezone Measured Audio Success
- LTR: 1.17x. Listen-through came in strongly above benchmark, confirming that audiences stayed with the audio message through to completion.
- CTR: 0.48x. Click response sat below benchmark, an expected pattern for an awareness-led audio promotion rather than an immediate-conversion format.
- Reach: 1.01x. Delivery met and slightly exceeded the planned audience target, confirming efficient pacing across markets.
- Retention over clicks. Strong LTR alongside a softer CTR shows the campaign worked primarily as a recall and awareness driver.
Who Was Listening: Timezone’s 13 to 44 Entertainment Audience
- Age and gender: Male and female listeners aged 13 to 44.
- Affinity profile: Digitally active audiences with entertainment, gaming, and leisure interests.
- Consumption behaviour: Predominantly mobile-first streaming across premium music platforms.
Steady Listening Quality Across a Five-Day Promotional Sprint
- Consistent completion: Listen-through held at a strong, stable level across all campaign days.
- Pacing management: Delivery was monitored daily, with volume reallocated mid-campaign to keep pacing on track.
- Future testing: Higher-intent leisure windows such as evenings and weekends offer scope to lift click response without affecting retention.
Music Streaming Platforms Led the Way: How Timezone’s Audio Reached Listeners Across Spotify, JioSaavn, PocketFM, and YouTube Music
JioSaavn, Spotify and PocketFM (Music Streaming)
These platforms carried the majority of delivery and posted the strongest completion behaviour, suiting the attentive, low-distraction context of active music listening.
YouTube Music
Extended reach across video-music listeners and complemented the core streaming platforms, with completion holding marginally below the music-app average.
Companion Banners
Reinforced the spoken message visually and carried the click path to the Super Double Dollar Deal landing page.
Insight: The combined platform performance shows that attentive music-streaming environments drove the campaign’s retention, validating Paytunes’ audio-first targeting approach.
Delhi NCR and a Wide Tier 2 Footprint: Where Timezone’s Audio Landed
Delhi NCR (Metro Anchor)
As the single large metro in the footprint, Delhi NCR contributed meaningful delivery scale and steady completion in line with the campaign’s overall listen-through quality.
Tier 2 Growth Cluster (Indore, Bhopal, Lucknow, Patna, Visakhapatnam, and more)
The bulk of the footprint sat across rising Tier 2 markets where digital audio adoption is growing, and these markets sustained the campaign’s above-benchmark completion quality.
Wider Regional Spread (Agartala, Siliguri, Ranchi, Rourkela, and beyond)
Smaller emerging markets rounded out a broad, geographically diverse reach, reinforcing audio’s ability to travel across varied listening bases.
Why Audio Holds Attention for Entertainment Brands: Timezone’s Listener Retention Insight
- Attention is audio’s strength: Strong LTR held even as CTR moderated, proving audio’s power to hold a promotional message.
- Awareness-led is normal: Lower click intensity is expected for recall-driven campaigns and does not diminish brand impact.
- Pacing works: Stable reach confirms effective frequency and delivery management across many markets.
- Banners need sharpening: Companion banner and call-to-action optimisation is the clearest lever for lifting click response.
Managing Pacing Across Twenty Plus Markets in a Five-Day Sprint
- Wide footprint, short window: Delivering evenly across a large multi-market list in five days required close daily monitoring.
- Mid-campaign reallocation: Volume was shifted toward PocketFM during the run to protect pacing and hold delivery on target.
- Softer clicks: Delivery stability was prioritised to protect listen-through, with learnings captured to strengthen future calls to action and banners.
Retargeting, Sharper CTAs, and Daypart Deepening: Timezone’s Next Audio Chapter
- Stronger closing CTAs: Add clearer calls to action in the final seconds of the audio creative.
- Banner testing: Trial multiple companion banner variants to improve click response.
- Daypart focus: Prioritise evening and weekend leisure windows for higher intent.
- Retargeting: Re-approach listeners who completed the audio message for a second, action-led exposure.
- Regional creatives: Deploy language and market-specific variants across the Tier 2 footprint.
Why Entertainment Brands Cannot Afford to Be Ignored in 8 Seconds: A Paytunes Perspective
In today’s digital landscape, the battle for human attention is fiercer than ever. The average attention span has fallen to roughly 8 seconds, shorter than at any point in recent memory. For brands, this means it is no longer enough to simply appear in front of an audience. The real challenge is holding attention long enough for a message to land and stay.
Your Promotion Has Barely Seconds to Land: Here’s Why That’s Not Enough
Most digital formats lose the viewer almost immediately. Banner and display ads typically hold focus for only a couple of seconds before they are scrolled past. Short-form video and reels earn a slightly longer look, but a swipe ends the moment just as quickly.
For a limited-time promotion like the Super Double Dollar Deal, that fleeting exposure is a real problem. A young audience deciding where to spend their leisure time needs to absorb the offer, not glance past it. Formats that are seen but not registered leave weak recall and little action.
Why Timezone’s 30-Second In-Stream Audio Delivered 1.17x Industry LTR
For this campaign, Timezone used only 30-second in-stream digital audio ads supported by clickable companion banners. No other audio or video formats were part of the strategy. The result was a Listen-Through Rate of roughly 1.17x industry norms, meaning a substantial share of the audience stayed with the message all the way through, far beyond what most visual formats achieve in the same window.
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) | ≥18 | 70–95 | 1.17x 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 to 95 more completion events per 100 impressions than most display or short video placements.
Conclusion
The Timezone x Paytunes collaboration shows how digital audio can turn a short promotional window into sustained attention. With listen-through running well above benchmark and delivery landing on target across a wide market footprint, the campaign confirms audio as a dependable awareness and recall medium for entertainment brands, while pointing to companion banners and sharper calls to action as the clearest path to stronger click response.
If you want your brand to achieve similar impact through high-attention audio experiences, partner with Paytunes and start building meaningful listener connections today.
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