{"id":1389,"date":"2025-11-08T14:50:05","date_gmt":"2025-11-08T09:20:05","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1389"},"modified":"2026-04-06T03:59:45","modified_gmt":"2026-04-05T22:29:45","slug":"case-study-how-alcon-boosted-engagement-with-paytunes-audio-ads","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/case-study-how-alcon-boosted-engagement-with-paytunes-audio-ads\/","title":{"rendered":"Case Study: How Alcon Boosted Engagement with Paytunes Audio Ads"},"content":{"rendered":"

Alcon\u2019s Digital Audio Success Story with Paytunes<\/span><\/h1>\n

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\"Alcon<\/p>\n

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Campaign overview\/background<\/b><\/h2>\n

Alcon partnered with Paytunes to launch a multi-platform digital audio campaign across JioSaavn, Wynk, and YouTube Music, targeting women aged 25\u201334 within lifestyle, travel, and premium eyewear interest cohorts across top Indian metros.<\/span><\/p>\n

Executed over 12 days in November 2024, the campaign utilized Audio + Companion Banner formats with up to 30-second creatives and CPM-based buying to optimize both scale and quality.<\/span><\/p>\n

The initiative leveraged Paytunes\u2019 dashboard delivery, complemented by YouTube and Wynk allocations, to enhance completion rates and response efficiency across markets.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
    \n
  • Maintain or improve Paytunes LTR to validate audio creative resonance and platform quality.\u200b<\/span><\/li>\n
  • Maximize Paytunes’ reach and CTR within the defined Female 25\u201334 target in priority metros.\u200b<\/span><\/li>\n
  • Identify high-yield cities and timing windows to inform future optimization and allocation strategy.\u200b<\/span><\/li>\n<\/ul>\n

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    Strategy & execution<\/span><\/h3>\n
      \n
    • Platforms: JioSaavn, Wynk, and YouTube Music, orchestrated via Paytunes to ensure consistent audio delivery and companion banner support for response lift.\u200b<\/span><\/li>\n
    • Targeting: Female 25\u201334 with granular interest overlays (Gen Z, outdoor enthusiasts, travel, party & nightlife, premium eyewear affinities) across Delhi NCR, Mumbai, Bengaluru, Chennai, Pune, Ahmedabad, Hyderabad, and Kolkata.\u200b<\/span><\/li>\n
    • Pacing and optimization: The campaign followed a tight schedule with progressive optimization. A late-phase surge indicated strategic reallocation and bid\/placement adjustments to boost performance across high-performing segments and dayparts.<\/span><\/li>\n<\/ul>\n

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      Key results & outcomes<\/span><\/h3>\n

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      \"Alcon<\/p>\n

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        \n
      • Paytunes metrics: LTR improved to 1.04x, CTR reached 1.53x, and reach remained at 1.00x vs. plan baseline, indicating stronger response propensity with stable unique exposure breadth.\u200b<\/span><\/li>\n
      • Delivery stability: Daily delivery remained consistent with a marked uplift in the final three days, reflecting optimization impact and improved inventory quality mix.\u200b<\/span><\/li>\n
      • Platform synergy: Dashboard audio provided the backbone of delivery and completion, while YouTube contributed incremental completions in heavy-delivery days, supporting overall quality.\u200b<\/span><\/li>\n<\/ul>\n

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        City-wise Segmentation<\/span><\/h3>\n

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        \"City\u2011wise<\/p>\n

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          \n
        • In Hyderabad, the Alcon campaign performed strongly, achieving an impressive 1.14\u00d7 LTR uplift, indicating high listener engagement.<\/span><\/li>\n
        • \u00a0Kolkata followed closely, with a solid 1.13\u00d7 uplift, reflecting consistent audience attention and message retention.<\/span><\/li>\n
        • In Delhi NCR, the campaign maintained strong engagement levels, recording an LTR uplift of 1.08\u00d7 across its audio placements.<\/span><\/li>\n
        • Bangalore also showed positive results, delivering a 1.10\u00d7 uplift, highlighting the campaign\u2019s resonance with urban, digital-savvy listeners.<\/span><\/li>\n
        • Mumbai audiences responded well too, with an LTR uplift of 1.12\u00d7, demonstrating the campaign\u2019s ability to hold attention in a competitive market.<\/span><\/li>\n
        • In Pune, the campaign achieved a modest yet steady 1.02\u00d7 uplift, showing stable listener interaction.<\/span><\/li>\n
        • Chennai recorded a slightly lower 0.97\u00d7 uplift, suggesting potential for deeper localization in future efforts.<\/span><\/li>\n
        • Meanwhile, Ahmedabad showed the lowest 0.85\u00d7 uplift, offering insights for refining regional creative or targeting strategies.<\/span><\/li>\n<\/ul>\n

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          Audience demographics & segmentation<\/span><\/h3>\n
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          • Core TG: Female 25\u201334 with lifestyle and premium eyewear interests consistent with Alcon\u2019s category positioning and consideration triggers.\u200b<\/span><\/li>\n
          • Affinity overlays: Travel, outdoor, and nightlife cohorts helped diversify contexts and likely contributed to CTR lift where companion banners were present.\u200b<\/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 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

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              Alcon Audio Ad Execution<\/h3>\n

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