{"id":1318,"date":"2025-10-13T16:21:09","date_gmt":"2025-10-13T10:51:09","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1318"},"modified":"2026-04-06T04:07:28","modified_gmt":"2026-04-05T22:37:28","slug":"timezone-x-paytunes-multi-city-digital-audio-campaign","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/timezone-x-paytunes-multi-city-digital-audio-campaign\/","title":{"rendered":"Timezone \u00d7 Paytunes: Multi-City Digital Audio Campaign"},"content":{"rendered":"

How Timezone Drove 1.12\u00d7 LTR & Uplift 2.4\u00d7 CTR with Paytunes\u2019 Multi-City Audio Campaign<\/b><\/h1>\n

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\"How<\/p>\n

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

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In a world where audiences are constantly multitasking, grabbing\u2014and holding\u2014their attention requires more than just a message, it takes the right medium. That\u2019s where audio advertising steps in.<\/span><\/p>\n

Timezone, a leading gaming and entertainment company known for its immersive gaming zones and innovative experiences across India, partnered with Paytunes to connect with urban audiences in moments when they were most receptive\u2014while streaming their favorite content. By combining engaging audio spots with clickable companion banners, the campaign created a seamless path from listening to action.<\/span><\/p>\n

With Paytunes\u2019 expertise in optimizing Listen-Through Rate (LTR), Click-Through Rate (CTR), and Reach, the campaign didn\u2019t just reach audiences\u2014it kept them engaged and inspired them to interact. The result? A clear demonstration of how in-stream audio, when executed strategically, can drive both attention and action without compromising on scale.<\/span><\/p>\n

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Objectives<\/b><\/h2>\n
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  • Amplify brand presence in key demographic segments.<\/span><\/li>\n
  • Generate higher engagement values, measured by Listen Through Rate, Click Through Rate, and Unique Reach.<\/span><\/li>\n
  • Leverage regional and platform-based customization to optimize campaign delivery.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/b><\/h2>\n
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    • \n
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      • Creative approach: Short, attention-capturing audio creative designed for in-stream consumption with a clear CTA and companion banner.<\/span><\/li>\n
      • Platform mix: Mix of audio streaming platforms plus companion clickable banners to capture interest and provide immediate action.<\/span><\/li>\n
      • Targeting:<\/span>\n
          \n
        • Demographic layering (age, gender, inferred interests where available).<\/span><\/li>\n
        • Geo-targeting for higher-priority regions.<\/span><\/li>\n
        • Daypart optimization to concentrate delivery during times with higher completion rates.<\/span><\/li>\n<\/ul>\n<\/li>\n
        • Measurement:<\/span>\n
            \n
          • Primary engagement KPIs: LTR (listen-through rate), CTR (click-through rate), and Reach.<\/span>
            \n<\/b><\/li>\n
          • Performance tracked at the platform and regional levels.<\/span>
            \n<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

            Key Results & Outcomes<\/b><\/h2>\n

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            \"Key<\/p>\n

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            • LTR uplift<\/b>: Achieved a <\/span>1.12\u00d7<\/b> uplift<\/span> in listen-through rate versus baseline \u2014 a meaningful improvement in audience attention and ad completion.<\/span><\/li>\n
            • CTR uplift<\/b>: Achieved a <\/span>2.40\u00d7<\/b> uplift in CTR \u2014 a robust improvement indicating the creative + companion banner combination translated listener interest into action.<\/span><\/li>\n
            • Reach<\/b>: Effectively maintained reach, reporting a <\/span>1.00\u00d7<\/b> (no loss in scale) while optimizing for quality engagement.<\/span><\/li>\n
            • Qualitative outcome<\/b>: The campaign successfully shifted audience behavior from passive listening to active engagement without sacrificing audience breadth.<\/span><\/li>\n<\/ul>\n

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              Device Type Breakdown & Reach Strategy<\/b><\/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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                Audience Demographics & Segmentation<\/b><\/h3>\n
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                • Targeted men and women aged 13-44, with messaging tailored for urban, tech-savvy, and entertainment-oriented segments.<\/span><\/li>\n
                • Segmenting by affinity and listener history enabled granular creative optimization, supporting higher daypart completions and unique reach multipliers.<\/span><\/li>\n<\/ul>\n

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                  Timezone Ad Execution \u2013<\/strong><\/h3>\n

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