{"id":1377,"date":"2025-10-31T15:37:37","date_gmt":"2025-10-31T10:07:37","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1377"},"modified":"2026-04-06T04:01:44","modified_gmt":"2026-04-05T22:31:44","slug":"palladium-mall-digital-audio-campaign-by-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/palladium-mall-digital-audio-campaign-by-paytunes\/","title":{"rendered":"Palladium Mall Digital Audio Campaign by Paytunes"},"content":{"rendered":"<h1><span style=\"font-weight: 400;\">How Paytunes Amplified Palladium Mall\u2019s Reach with a High-Impact Digital Audio Campaign<\/span><\/h1>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1378\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Palladium-Mall.jpg\" alt=\"Palladium Mall digital audio campaign by Paytunes\u2014Ahmedabad mall exterior with headline and logos, highlighting a 2\u2011day programmatic audio burst.\" width=\"1200\" height=\"675\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Palladium-Mall.jpg 1200w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Palladium-Mall-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Palladium-Mall-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Palladium-Mall-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Palladium-Mall-150x84.jpg 150w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Campaign Overview<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The Palladium Mall digital audio campaign was a strategic collaboration with Paytunes, deploying programmatic audio ads across a premium mix of audio and gaming platforms. The campaign targeted females and males aged 18-45+ in Ahmedabad over a concise two-day burst in January 2025, leveraging a blend of audio ads and companion banners to strengthen brand presence.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Objectives<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Drive high listen-through rates (LTR) and click-through rates (CTR) to maximize audience engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Achieve wide reach among the target group while maintaining meaningful frequency.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimize platform mix for audience segmentation and maximize ROI through targeted audio inventory.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Strategy &amp; Execution<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign ran on elite audio platforms including YouTube Music, JioSaavn, Wynk Music, PocketFM, various gaming apps, and international radio stations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ad creatives up to 30 seconds were accompanied by companion banners to reinforce messaging.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Frequency was carefully managed to maintain approximately 4 exposures per user, ensuring optimal recall without saturation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Geotargeting focused on Ahmedabad with detailed audience segmentation by gender and age.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Key Results &amp; Outcomes<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1379\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Performance-and-Analysis-1024x576.jpg\" alt=\"Campaign results\u20141.08\u00d7 LTR uplift, 4.33\u00d7 CTR increase, 0.77\u00d7 reach for Palladium Mall audio campaign.\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Performance-and-Analysis-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Performance-and-Analysis-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Performance-and-Analysis-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Performance-and-Analysis-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Performance-and-Analysis.jpg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Listen-through rate demonstrated a significant uplift at around 1.08x over typical benchmarks.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click-through rate performance delivered an impressive 4.33x increase, validating audience interest and ad effectiveness.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reach was slightly below baseline at 0.77x, reflecting a targeted but concentrated audience approach.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Diverse platform mix ensured balance between reach, engagement, and frequency.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Platform-wise Segmentation<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1380\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Platform-wise-segmentation-1024x576.jpg\" alt=\"Platform\u2011wise performance\u2014JioSaavn LTR 1.15\u00d7 CTR 4.63\u00d7; PocketFM LTR 1.10\u00d7 CTR 3.27\u00d7; Gaming apps LTR 1.02\u00d7 CTR 5.63\u00d7; International radio LTR 1.02\u00d7 CTR 3.40\u00d7.\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Platform-wise-segmentation-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Platform-wise-segmentation-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Platform-wise-segmentation-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Platform-wise-segmentation-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Platform-wise-segmentation.jpg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">JioSaavn recorded a Listen-Through Rate (LTR) uplift of 1.15x and a Click-Through Rate (CTR) of 4.63x.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">PocketFM achieved an LTR uplift of 1.10x and a CTR of 3.27x.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gaming apps showed an LTR uplift of 1.02x and the highest CTR at 5.63x.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">International radio apps delivered an LTR uplift of 1.02x and a CTR of 3.40x.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Overall, JioSaavn had the highest LTR, while gaming apps drove the highest CTR.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Audience Demographics &amp; Segmentation<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Balanced gender targeting with a slightly lower female share of just over 36%.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Age segmentation showed strongest engagement among middle-aged listeners (35-44 and 45+), with opportunities to enhance younger audience segments.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Platform preferences varied with gaming apps favoring younger, engaged users while international radio attracted older demographics.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Device Type Breakdown &amp; Reach Strategy<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mobile Android<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Dominated delivery with ~87.74% share of total impressions.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Primary driver of LTR and CTR uplift across the campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mobile iOS<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Accounted for ~10.92% share, representing the second-largest contributor.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Played a key role in complementing Android reach, especially among premium users.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tablet (Android)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Very minimal share (~0.6%)<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Desktop (Other)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Represented ~0.42% of impressions.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Smart Home Devices \/ Smart Watches<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tablet (iPad)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Lowest delivery at ~0.14%, indicating limited usage among the campaign&#8217;s target demographic.<\/span><\/li>\n<\/ul>\n<p><b>Insight: <\/b><span style=\"font-weight: 400;\">The campaign&#8217;s engagement metrics, like LTR and CTR were 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<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Daypart\/Timing Insights<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The two-day campaign concentrated audio spots uniformly, optimizing impressions and frequency.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Peak ad delivery on the second day saw higher engagement and click volume, indicating growing campaign momentum.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Geographic\/Regional Performance<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focused exclusively on Ahmedabad, allowing hyperlocal targeting and message relevance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The mix of audio and gaming platforms localized audience reach effectively within the city.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Key Learnings &amp; Takeaways<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Collaborating with Paytunes\u2019 programmatic audio inventory delivers high engagement with measurable LTR and CTR uplifts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gaming apps provide a potent channel for interactive and engaged audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Companion banner support reinforces audio messaging, contributing to click performance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fine-tuning reach versus frequency balance is critical &#8211; emphasizing quality over quantity enhanced brand recall.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Challenges &amp; Solutions<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Slightly lower than target reach was addressed through platform diversification, including international radio and gaming.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Balancing frequency and saturation risk required precise delivery pacing and targeting refinement.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Recommendations for Future Campaigns<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expand younger demographics by increasing presence on gaming platforms and youth-centric audio channels.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Experiment with varied audio ad lengths and interactive formats to deepen engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consider multi-city rollouts leveraging hyperlocal targeting for scalable reach.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrate richer data insights for dynamic daypart optimization across time zones.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Audio Attention in the Real Attention Economy<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">In today\u2019s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds\u2014shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">The Problem: Fleeting Attention on Most Digital Platforms<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Banner and display ads on websites usually keep user focus for only 1.6\u20132.6 seconds before they are ignored or scrolled past.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-form video ads and reels hold attention for about 7\u20139 seconds on average before users swipe away or skip.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This fleeting engagement translates to lower brand recall and minimal action.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">The Unique Edge of In-Stream Digital Audio<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In the Palladium Mall campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed\u2014no other audio or video formats were part of the strategy.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Here\u2019s why it matters:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The campaign saw average Listen-Through Rates (LTR) approximately 1.08x industry norms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0This result means a substantial share of the audience listened all the way through\u2014far higher than what visual formats deliver in the same time frame.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Attention Economy Benchmarks (per 100 exposures):<\/span><\/h4>\n<p>&nbsp;<\/p>\n<table>\n<thead>\n<tr>\n<th><b>Platform\/Format<\/b><\/th>\n<th><b>Avg. Attention (seconds)<\/b><\/th>\n<th><b>Completion Rate (per 100)<\/b><\/th>\n<th><b>Audio Attention Uplift<\/b><\/th>\n<\/tr>\n<tr>\n<th><span style=\"font-weight: 400;\">Banner\/Display Ads<\/span><\/th>\n<th><span style=\"font-weight: 400;\">2\u20133<\/span><\/th>\n<th><span style=\"font-weight: 400;\">12\u201318<\/span><\/th>\n<th><span style=\"font-weight: 400;\">4\u20138x lower than audio<\/span><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">Short Video (Reels)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">5\u20139<\/span><\/td>\n<td><span style=\"font-weight: 400;\">18\u201325<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3\u20134x lower<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Full Video (In-Stream)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">7\u201310<\/span><\/td>\n<td><span style=\"font-weight: 400;\">15\u201325<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3\u20135x lower<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Audio (30s spot)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">\u226525<\/span><\/td>\n<td><span style=\"font-weight: 400;\">70\u201395<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1.08x\u00a0 higher<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">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.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Conclusion\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The Palladium Mall audio campaign powered by Paytunes delivered a significant uplift in audience engagement, proving the strength of programmatic audio advertising within a strategic platform mix. Brands seeking impactful digital audio presence should consider Paytunes for optimized reach, frequency, and interactive ad experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interested in replicating these results? Contact us today for a demo and learn how Paytunes can elevate your next campaign with targeted programmatic audio advertising.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Also Read &#8211; <a href=\"https:\/\/www.paytunes.in\/blog\/honda-amaze-audio-campaign-with-paytunes-case-study\/\">Honda Amaze Audio Campaign with Paytunes | Case Study<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Paytunes Amplified Palladium Mall\u2019s Reach with a High-Impact Digital [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204,343,402],"tags":[309],"ppma_author":[321],"class_list":["post-1377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-digital-audio-case-studies","category-retail","tag-palladium-mall-paytunes-audio-campaign","author-user"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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