{"id":1400,"date":"2025-11-10T20:35:13","date_gmt":"2025-11-10T15:05:13","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1400"},"modified":"2026-04-06T03:58:54","modified_gmt":"2026-04-05T22:28:54","slug":"union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/","title":{"rendered":"Union Bank x Paytunes: 1.09x LTR &#038; 4.03x CTR Boost with Digital Audio Campaign"},"content":{"rendered":"<h1><span style=\"font-weight: 400;\">Inside the Union Bank \u00d7 Paytunes Audio Campaign: Building Awareness with Measurable Impact<\/span><\/h1>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1401\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg\" alt=\"Inside the Union Bank \u00d7 Paytunes Audio Campaign: Building Awareness with Measurable Impact Campaign overview\/background In January 2025, Union Bank partnered with Paytunes to launch a nationwide 60-day digital audio campaign promoting its Home Loan and Green Home propositions. The initiative featured 30-second audio creatives distributed across YouTube Audio, JioSaavn, Wynk, Pocket FM, Spotify Premium, Apple Podcasts, and Amazon Music. Designed to maximise reach within premium listening environments, the campaign reinforced brand trust while effectively driving qualified traffic to key product touchpoints. Objectives Build broad national awareness while preserving efficient frequency in M\/F 18\u201340.\u200b Maximise listening completion (LTR) as the core quality signal for message delivery.\u200b Improve CTR as a proxy for qualified interest, driving to Union Bank\u2019s Home Loan and Green Home pages.\u200b Strategy &amp; execution Inventory mix: Dual-track distribution across YouTube audio and premium streaming\/podcast inventory to blend scale with high-intent listening contexts.\u200b Creative alignment: Single-minded 30-sec assets mapped to Home Loan and Green Home CTAs, ensuring message continuity across environments.\u200b Pacing and caps: National flight with controlled frequency to stabilize reach and minimize fatigue, with daypart calibration as data emerged.\u200b Key results &amp; outcomes LTR improved to 1.09x and CTR to 4.03x versus baseline, while reach held at 1.00x, indicating significant quality and response lift at stable scale.\u200b For podcasts, the campaign delivered a 1.00\u00d7 reach uplift and a 1.22\u00d7 LTR uplift. Consistency: LTR maintained strong daily stability throughout most of the flight, reinforcing creative-audience fit across platforms.\u200b Incrementality: Multi-environment placement delivered a notable uplift in CTR without sacrificing listening quality, indicating complementary effects between YouTube audio and premium streaming\/podcast supply.\u200b Device-Type Insights Mobile-first audience confirmed: Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%). Minimal desktop\/tablet reach: Less than 1% engagement from desktop, tablet, or smart devices\u2014reaffirming the campaign\u2019s mobile-first impact. Optimized creative fit: Strong LTR and CTR uplifts aligned with high mobile exposure, validating the audio + banner format for mobile-centric delivery. Audience demographics &amp; segmentation Core segment: M\/F 18\u201340 pan-India, leveraging platform-level signals to maintain breadth and recency.\u200b Observation: Performance consistency across the core age band suggests the proposition resonated broadly, minimising the need for granular micro-segmentation in this phase.\u200b Daypart\/timing insights Day-of-week: Noticeable mid-week stability in LTR, coupled with CTR spikes around weekends, indicates that listener engagement remains consistent through the week while discovery and exploration behavior peak during leisure windows. Recommendation: Apply light budget multipliers to identified high-response dayparts while preserving baseline delivery for coverage.\u200b Geographic\/regional performance Scope: PAN India delivery across urban and semi-urban inventory.\u200b Note: With stable LTR nationwide, future phases can test tiered city weighting to identify incremental CTR pockets without compromising scale.\u200b City-wise Segmentation The campaign\u2019s strongest Listen-Through Rates (LTRs) emerged from high-attention regional markets, reflecting strong resonance with localized audio and contextual relevance. Below is a city-wise breakdown of the top-performing regions: Mumbai (1.11x) \u2013 Delivered exceptional retention among metro audiences, proving premium placements can sustain attention at scale. New Delhi (1.08x) \u2013 Maintained stable LTRs across dense urban traffic, showing campaign efficiency in high-volume environments. Anantapur (1.14x) \u2013 Recorded the highest LTR, indicating deep engagement in smaller yet highly attentive markets. Sambalpur (1.13x) \u2013 Showcased strong listener focus, supported by well-aligned regional language and tone. Secunderabad (1.13x) \u2013 Maintained excellent completion rates across an urban audience with balanced reach and quality. Mangaluru (1.13x) \u2013 Demonstrated high message retention, driven by contextual alignment and regional familiarity. Khordha (1.12x) \u2013 Reflected consistent engagement within semi-urban clusters, highlighting effective audience targeting. Next-highest performers included Guntur (1.12x) and Bhubaneswar (1.12x), both sustaining strong listener attention within the eastern and southern corridors. Key learnings &amp; takeaways Listening-first planning works: Prioritising LTR as the quality metric ensured the campaign protected message integrity while scaling nationally.\u200b Mixed audio supply is additive: The combined YouTube plus premium streaming and podcast mix delivered stable LTR alongside a complementary uplift in CTR, validating the effectiveness of a diversified audio stack. Timing matters: Weekend and select evening dayparts showed response advantages; structured pacing against these windows can compound results.\u200b Challenges &amp; how they were addressed Late-flight volatility: A few delivery dips and slightly lower LTRs were seen toward the end of the month. Adjusting line items and easing caps on steady placements helped smooth out these fluctuations. Inventory constraints: Where premium podcast supply tightened, shifting weight toward consistently performing audio channels preserved KPI momentum.\u200b Recommendations for future campaigns Reinforce Paytunes KPIs: Maintain LTR optimisation as the primary quality bar, with CTR as the action signal; aim to sustain 1.09x LTR and 4.03x CTR or better through iterative creative testing and pacing.\u200b Structured dayparting: Allocate modest budget premiums to high-response periods (e.g., weekends\/evenings) while retaining baseline coverage for reach continuity.\u200b Creative experimentation: Test shorter variants and alt-hooks to probe whether LTR stability can be maintained while further nudging CTR beyond the current multi-fold uplift.\u200b Geo layering: Use language-specific audio creatives and regional clustering to identify zones with higher CTR lift, while maintaining balanced coverage across all key markets. Safeguards: Add late-flight buffers and automated alerts to preempt end-of-month delivery volatility.\u200b Audio Attention in the Real Attention Economy 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, shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact. The Problem: Fleeting Attention on Most Digital Platforms Banner and display ads on websites usually keep user focus for only 1.6\u20132.6 seconds before they are ignored or scrolled past. Short-form video ads and reels hold attention for about 7\u20139 seconds on average before users swipe away or skip. This fleeting engagement translates to lower brand recall and minimal action. The Unique Edge of In-Stream Digital Audio In the Union Bank campaign, 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. Here\u2019s why it matters: The campaign achieved Listen-Through Rates (LTR) about 1.09x higher than industry benchmarks. This result means a substantial share of the audience listened all the way through, far higher than what visual formats deliver in the same time frame. Attention Economy Benchmarks (per 100 exposures): Platform\/Format Avg. Attention (seconds) Completion Rate (per 100) Audio Attention Uplift Banner\/Display Ads 2\u20133 12\u201318 4\u20138x lower than audio Short Video (Reels) 5\u20139 18\u201325 3\u20134x lower Full Video (In-Stream) 7\u201310 15\u201325 3\u20135x lower Audio (30s spot) \u226525 70\u201395 1.09x 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 70-95 more completion events per 100 impressions than most display or short video placements. Conclusion The Union Bank \u00d7 Paytunes audio collaboration delivered quality at scale, achieving a 1.09x improvement in Listen-Through Rate (LTR) and a 4.03x uplift in Click-Through Rate (CTR), while maintaining reach at 1.00x. This proves that a well-balanced, diversified audio strategy can drive strong engagement without compromising the listener experience. Discover how Paytunes can help your brand craft audio campaigns that connect, convert, and perform seamlessly.\" width=\"1200\" height=\"675\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg 1200w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank-150x84.jpg 150w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Campaign overview\/background<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In January 2025, Union Bank partnered with Paytunes to launch a nationwide 60-day digital audio campaign promoting its Home Loan and Green Home propositions. The initiative featured 30-second audio creatives distributed across YouTube Audio, JioSaavn, Wynk, Pocket FM, Spotify Premium, Apple Podcasts, and Amazon Music. Designed to maximise reach within premium listening environments, the campaign reinforced brand trust while effectively driving qualified traffic to key product touchpoints.<\/span><\/p>\n<p>&nbsp;<\/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;\">Build broad national awareness while preserving efficient frequency in M\/F 18\u201340.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maximise listening completion (LTR) as the core quality signal for message delivery.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improve CTR as a proxy for qualified interest, driving to Union Bank\u2019s Home Loan and Green Home pages.\u200b<\/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;\">Inventory mix: Dual-track distribution across YouTube audio and premium streaming\/podcast inventory to blend scale with high-intent listening contexts.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creative alignment: Single-minded 30-sec assets mapped to Home Loan and Green Home CTAs, ensuring message continuity across environments.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pacing and caps: National flight with controlled frequency to stabilize reach and minimize fatigue, with daypart calibration as data emerged.\u200b<\/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 wp-image-1403 size-large\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Results-Union-Bank-1024x576.jpg\" alt=\"Campaign results\u20141.09\u00d7 LTR uplift, 4.03\u00d7 CTR uplift, 1.00\u00d7 reach; podcasts LTR 1.22\u00d7 and reach 1.00\u00d7.\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Results-Union-Bank-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Results-Union-Bank-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Results-Union-Bank-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Results-Union-Bank-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Key-Results-Union-Bank.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;\">LTR improved to 1.09x and CTR to 4.03x versus baseline, while reach held at 1.00x, indicating significant quality and response lift at stable scale.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For podcasts, <\/span><span style=\"font-weight: 400;\">the campaign delivered a 1.00\u00d7 reach uplift<\/span><span style=\"font-weight: 400;\"> and a 1.22\u00d7 LTR uplift.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consistency: LTR maintained strong daily stability throughout most of the flight, reinforcing creative-audience fit across platforms.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Incrementality: Multi-environment placement delivered a notable uplift in CTR without sacrificing listening quality, indicating complementary effects between YouTube audio and premium streaming\/podcast supply.\u200b<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Device-Type Insights<\/span><\/h3>\n<p><b>Mobile-first audience confirmed:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%).<\/span><\/p>\n<p><b>Minimal desktop\/tablet reach:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Less than 1% engagement from desktop, tablet, or smart devices\u2014reaffirming the campaign\u2019s mobile-first impact.<\/span><\/p>\n<p><b>Optimized creative fit:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Strong LTR and CTR uplifts aligned with high mobile exposure, validating the audio + banner format for mobile-centric delivery.<\/span><\/p>\n<h3><\/h3>\n<h3>Union Bank Ad Execution<\/h3>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Union Bank of India Home Loan\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/enpzi1fgSXI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\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;\">Core segment: M\/F 18\u201340 pan-India, leveraging platform-level signals to maintain breadth and recency.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Observation: Performance consistency across the core age band suggests the proposition resonated broadly, minimising the need for granular micro-segmentation in this phase.\u200b<\/span><\/li>\n<\/ul>\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;\">Day-of-week: Noticeable mid-week stability in LTR, coupled with CTR spikes around weekends, indicates that listener engagement remains consistent through the week while discovery and exploration behavior peak during leisure windows.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recommendation: Apply light budget multipliers to identified high-response dayparts while preserving baseline delivery for coverage.\u200b<\/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;\">Scope: PAN India delivery across urban and semi-urban inventory.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Note: With stable LTR nationwide, future phases can test tiered city weighting to identify incremental CTR pockets without compromising scale.\u200b<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1402\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/City-Wise-Segmentation-Federal-Bank-1024x576.jpg\" alt=\"City\u2011wise LTR results\u2014Anantapur 1.14\u00d7, Sambalpur 1.13\u00d7, Secunderabad 1.13\u00d7, Mangaluru 1.13\u00d7, Khordha 1.12\u00d7, Mumbai 1.11\u00d7, New Delhi 1.08\u00d7.\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/City-Wise-Segmentation-Federal-Bank-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/City-Wise-Segmentation-Federal-Bank-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/City-Wise-Segmentation-Federal-Bank-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/City-Wise-Segmentation-Federal-Bank-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/City-Wise-Segmentation-Federal-Bank.jpg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">City-wise Segmentation<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The campaign\u2019s strongest Listen-Through Rates (LTRs) emerged from high-attention regional markets, reflecting strong resonance with localized audio and contextual relevance. Below is a city-wise breakdown of the top-performing regions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mumbai (1.11x)<\/b><span style=\"font-weight: 400;\"> \u2013 Delivered exceptional retention among metro audiences, proving premium placements can sustain attention at scale.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>New Delhi (1.08x)<\/b><span style=\"font-weight: 400;\"> \u2013 Maintained stable LTRs across dense urban traffic, showing campaign efficiency in high-volume environments.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Anantapur (1.14x)<\/b><span style=\"font-weight: 400;\"> \u2013 Recorded the highest LTR, indicating deep engagement in smaller yet highly attentive markets.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sambalpur (1.13x)<\/b><span style=\"font-weight: 400;\"> \u2013 Showcased strong listener focus, supported by well-aligned regional language and tone.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Secunderabad (1.13x)<\/b><span style=\"font-weight: 400;\"> \u2013 Maintained excellent completion rates across an urban audience with balanced reach and quality.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mangaluru (1.13x)<\/b><span style=\"font-weight: 400;\"> \u2013 Demonstrated high message retention, driven by contextual alignment and regional familiarity.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Khordha (1.12x)<\/b><span style=\"font-weight: 400;\"> \u2013 Reflected consistent engagement within semi-urban clusters, highlighting effective audience targeting.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Next-highest performers included Guntur (1.12x) and Bhubaneswar (1.12x), both sustaining strong listener attention within the eastern and southern corridors.<\/span><\/p>\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;\">Listening-first planning works: Prioritising LTR as the quality metric ensured the campaign protected message integrity while scaling nationally.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mixed audio supply is additive: The combined YouTube plus premium streaming and podcast mix delivered stable LTR alongside a complementary uplift in CTR, validating the effectiveness of a diversified audio stack.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Timing matters: Weekend and select evening dayparts showed response advantages; structured pacing against these windows can compound results.\u200b<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Challenges &amp; how they were addressed<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Late-flight volatility: A few delivery dips and slightly lower LTRs were seen toward the end of the month. Adjusting line items and easing caps on steady placements helped smooth out these fluctuations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inventory constraints: Where premium podcast supply tightened, shifting weight toward consistently performing audio channels preserved KPI momentum.\u200b<\/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;\">Reinforce Paytunes KPIs: Maintain LTR optimisation as the primary quality bar, with CTR as the action signal; aim to sustain 1.09x LTR and 4.03x CTR or better through iterative creative testing and pacing.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Structured dayparting: Allocate modest budget premiums to high-response periods (e.g., weekends\/evenings) while retaining baseline coverage for reach continuity.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creative experimentation: Test shorter variants and alt-hooks to probe whether LTR stability can be maintained while further nudging CTR beyond the current multi-fold uplift.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Geo layering: Use language-specific audio creatives and regional clustering to identify zones with higher CTR lift, while maintaining balanced coverage across all key markets.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Safeguards: Add late-flight buffers and automated alerts to preempt end-of-month delivery volatility.\u200b<\/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;\">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, shorter 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<p><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><\/p>\n<p><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><\/p>\n<p><span style=\"font-weight: 400;\">This fleeting engagement translates to lower brand recall and minimal action.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">The Unique Edge of In-Stream Digital Audio<\/span><\/h4>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In the Union Bank campaign, 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. Here\u2019s why it matters:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign achieved Listen-Through Rates (LTR) about 1.09x higher than industry benchmarks.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This result means a substantial share of the audience listened all the way through, far higher than what visual formats deliver in the same time frame.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Listen to the Podcast Version of this Case Study<\/h3>\n<p>&nbsp;<\/p>\n<p><iframe style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/3hHDgtsICxBILp75EuNDck?utm_source=generator\" width=\"100%\" height=\"352\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-testid=\"embed-iframe\"><\/iframe><\/p>\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<tbody>\n<tr>\n<td><b>Platform\/Format<\/b><\/td>\n<td><b>Avg. Attention (seconds)<\/b><\/td>\n<td><b>Completion Rate (per 100)<\/b><\/td>\n<td><b>Audio Attention Uplift<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Banner\/Display Ads<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2\u20133<\/span><\/td>\n<td><span style=\"font-weight: 400;\">12\u201318<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4\u20138x lower than audio<\/span><\/td>\n<\/tr>\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><b>Audio (30s spot)<\/b><\/td>\n<td><span style=\"font-weight: 400;\">\u226525<\/span><\/td>\n<td><b>70\u201395<\/b><\/td>\n<td><b>1.09x higher<\/b><\/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<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The Union Bank \u00d7 Paytunes audio collaboration delivered quality at scale, achieving a 1.09x improvement in Listen-Through Rate (LTR) and a 4.03x uplift in Click-Through Rate (CTR), while maintaining reach at 1.00x. This proves that a well-balanced, diversified audio strategy can drive strong engagement without compromising the listener experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Discover how Paytunes can help your brand craft audio campaigns that connect, convert, and perform seamlessly.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Also Read &#8211; <a href=\"https:\/\/www.paytunes.in\/blog\/case-study-how-alcon-boosted-engagement-with-paytunes-audio-ads\/\">Case Study: How Alcon Boosted Engagement with Paytunes Audio Ads<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Inside the Union Bank \u00d7 Paytunes Audio Campaign: Building Awareness [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1401,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[408,204,343],"tags":[313],"ppma_author":[321],"class_list":["post-1400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bfsi","category-case-studies","category-digital-audio-case-studies","tag-union-bank-paytunes-audio-campaign","author-user"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Union Bank x Paytunes: 1.09x LTR &amp; 4.03x CTR Boost with Digital Audio Campaign<\/title>\n<meta name=\"description\" content=\"Discover how Union Bank\u2019s nationwide Paytunes audio campaign achieved 1.09x LTR and 4.03x CTR uplift through smart digital audio strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Union Bank x Paytunes: 1.09x LTR &amp; 4.03x CTR Boost with Digital Audio Campaign\" \/>\n<meta property=\"og:description\" content=\"Discover how Union Bank\u2019s nationwide Paytunes audio campaign achieved 1.09x LTR and 4.03x CTR uplift through smart digital audio strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog - Paytunes\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-10T15:05:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-05T22:28:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nikhil S\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nikhil S\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/\"},\"author\":{\"name\":\"Nikhil S\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#\\\/schema\\\/person\\\/cb73fa212da4b2501b3e3c1660c825bc\"},\"headline\":\"Union Bank x Paytunes: 1.09x LTR &#038; 4.03x CTR Boost with Digital Audio Campaign\",\"datePublished\":\"2025-11-10T15:05:13+00:00\",\"dateModified\":\"2026-04-05T22:28:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/\"},\"wordCount\":1258,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/Banner-Image-Union-Bank.jpg\",\"keywords\":[\"Union Bank Paytunes Audio Campaign\"],\"articleSection\":[\"BFSI\",\"Case Studies\",\"Digital Audio\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/\",\"url\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/\",\"name\":\"Union Bank x Paytunes: 1.09x LTR & 4.03x CTR Boost with Digital Audio Campaign\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/Banner-Image-Union-Bank.jpg\",\"datePublished\":\"2025-11-10T15:05:13+00:00\",\"dateModified\":\"2026-04-05T22:28:54+00:00\",\"description\":\"Discover how Union Bank\u2019s nationwide Paytunes audio campaign achieved 1.09x LTR and 4.03x CTR uplift through smart digital audio strategy.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#primaryimage\",\"url\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/Banner-Image-Union-Bank.jpg\",\"contentUrl\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/Banner-Image-Union-Bank.jpg\",\"width\":1200,\"height\":675,\"caption\":\"Inside the Union Bank \u00d7 Paytunes Audio Campaign: Building Awareness with Measurable Impact Campaign overview\\\/background In January 2025, Union Bank partnered with Paytunes to launch a nationwide 60-day digital audio campaign promoting its Home Loan and Green Home propositions. The initiative featured 30-second audio creatives distributed across YouTube Audio, JioSaavn, Wynk, Pocket FM, Spotify Premium, Apple Podcasts, and Amazon Music. Designed to maximise reach within premium listening environments, the campaign reinforced brand trust while effectively driving qualified traffic to key product touchpoints. Objectives Build broad national awareness while preserving efficient frequency in M\\\/F 18\u201340.\u200b Maximise listening completion (LTR) as the core quality signal for message delivery.\u200b Improve CTR as a proxy for qualified interest, driving to Union Bank\u2019s Home Loan and Green Home pages.\u200b Strategy & execution Inventory mix: Dual-track distribution across YouTube audio and premium streaming\\\/podcast inventory to blend scale with high-intent listening contexts.\u200b Creative alignment: Single-minded 30-sec assets mapped to Home Loan and Green Home CTAs, ensuring message continuity across environments.\u200b Pacing and caps: National flight with controlled frequency to stabilize reach and minimize fatigue, with daypart calibration as data emerged.\u200b Key results & outcomes LTR improved to 1.09x and CTR to 4.03x versus baseline, while reach held at 1.00x, indicating significant quality and response lift at stable scale.\u200b For podcasts, the campaign delivered a 1.00\u00d7 reach uplift and a 1.22\u00d7 LTR uplift. Consistency: LTR maintained strong daily stability throughout most of the flight, reinforcing creative-audience fit across platforms.\u200b Incrementality: Multi-environment placement delivered a notable uplift in CTR without sacrificing listening quality, indicating complementary effects between YouTube audio and premium streaming\\\/podcast supply.\u200b Device-Type Insights Mobile-first audience confirmed: Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%). Minimal desktop\\\/tablet reach: Less than 1% engagement from desktop, tablet, or smart devices\u2014reaffirming the campaign\u2019s mobile-first impact. Optimized creative fit: Strong LTR and CTR uplifts aligned with high mobile exposure, validating the audio + banner format for mobile-centric delivery. Audience demographics & segmentation Core segment: M\\\/F 18\u201340 pan-India, leveraging platform-level signals to maintain breadth and recency.\u200b Observation: Performance consistency across the core age band suggests the proposition resonated broadly, minimising the need for granular micro-segmentation in this phase.\u200b Daypart\\\/timing insights Day-of-week: Noticeable mid-week stability in LTR, coupled with CTR spikes around weekends, indicates that listener engagement remains consistent through the week while discovery and exploration behavior peak during leisure windows. Recommendation: Apply light budget multipliers to identified high-response dayparts while preserving baseline delivery for coverage.\u200b Geographic\\\/regional performance Scope: PAN India delivery across urban and semi-urban inventory.\u200b Note: With stable LTR nationwide, future phases can test tiered city weighting to identify incremental CTR pockets without compromising scale.\u200b City-wise Segmentation The campaign\u2019s strongest Listen-Through Rates (LTRs) emerged from high-attention regional markets, reflecting strong resonance with localized audio and contextual relevance. Below is a city-wise breakdown of the top-performing regions: Mumbai (1.11x) \u2013 Delivered exceptional retention among metro audiences, proving premium placements can sustain attention at scale. New Delhi (1.08x) \u2013 Maintained stable LTRs across dense urban traffic, showing campaign efficiency in high-volume environments. Anantapur (1.14x) \u2013 Recorded the highest LTR, indicating deep engagement in smaller yet highly attentive markets. Sambalpur (1.13x) \u2013 Showcased strong listener focus, supported by well-aligned regional language and tone. Secunderabad (1.13x) \u2013 Maintained excellent completion rates across an urban audience with balanced reach and quality. Mangaluru (1.13x) \u2013 Demonstrated high message retention, driven by contextual alignment and regional familiarity. Khordha (1.12x) \u2013 Reflected consistent engagement within semi-urban clusters, highlighting effective audience targeting. Next-highest performers included Guntur (1.12x) and Bhubaneswar (1.12x), both sustaining strong listener attention within the eastern and southern corridors. Key learnings & takeaways Listening-first planning works: Prioritising LTR as the quality metric ensured the campaign protected message integrity while scaling nationally.\u200b Mixed audio supply is additive: The combined YouTube plus premium streaming and podcast mix delivered stable LTR alongside a complementary uplift in CTR, validating the effectiveness of a diversified audio stack. Timing matters: Weekend and select evening dayparts showed response advantages; structured pacing against these windows can compound results.\u200b Challenges & how they were addressed Late-flight volatility: A few delivery dips and slightly lower LTRs were seen toward the end of the month. Adjusting line items and easing caps on steady placements helped smooth out these fluctuations. Inventory constraints: Where premium podcast supply tightened, shifting weight toward consistently performing audio channels preserved KPI momentum.\u200b Recommendations for future campaigns Reinforce Paytunes KPIs: Maintain LTR optimisation as the primary quality bar, with CTR as the action signal; aim to sustain 1.09x LTR and 4.03x CTR or better through iterative creative testing and pacing.\u200b Structured dayparting: Allocate modest budget premiums to high-response periods (e.g., weekends\\\/evenings) while retaining baseline coverage for reach continuity.\u200b Creative experimentation: Test shorter variants and alt-hooks to probe whether LTR stability can be maintained while further nudging CTR beyond the current multi-fold uplift.\u200b Geo layering: Use language-specific audio creatives and regional clustering to identify zones with higher CTR lift, while maintaining balanced coverage across all key markets. Safeguards: Add late-flight buffers and automated alerts to preempt end-of-month delivery volatility.\u200b Audio Attention in the Real Attention Economy 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, shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact. The Problem: Fleeting Attention on Most Digital Platforms Banner and display ads on websites usually keep user focus for only 1.6\u20132.6 seconds before they are ignored or scrolled past. Short-form video ads and reels hold attention for about 7\u20139 seconds on average before users swipe away or skip. This fleeting engagement translates to lower brand recall and minimal action. The Unique Edge of In-Stream Digital Audio In the Union Bank campaign, 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. Here\u2019s why it matters: The campaign achieved Listen-Through Rates (LTR) about 1.09x higher than industry benchmarks. This result means a substantial share of the audience listened all the way through, far higher than what visual formats deliver in the same time frame. Attention Economy Benchmarks (per 100 exposures): Platform\\\/Format Avg. Attention (seconds) Completion Rate (per 100) Audio Attention Uplift Banner\\\/Display Ads 2\u20133 12\u201318 4\u20138x lower than audio Short Video (Reels) 5\u20139 18\u201325 3\u20134x lower Full Video (In-Stream) 7\u201310 15\u201325 3\u20135x lower Audio (30s spot) \u226525 70\u201395 1.09x 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 70-95 more completion events per 100 impressions than most display or short video placements. Conclusion The Union Bank \u00d7 Paytunes audio collaboration delivered quality at scale, achieving a 1.09x improvement in Listen-Through Rate (LTR) and a 4.03x uplift in Click-Through Rate (CTR), while maintaining reach at 1.00x. This proves that a well-balanced, diversified audio strategy can drive strong engagement without compromising the listener experience. Discover how Paytunes can help your brand craft audio campaigns that connect, convert, and perform seamlessly.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Union Bank x Paytunes: 1.09x LTR &#038; 4.03x CTR Boost with Digital Audio Campaign\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/\",\"name\":\"Blog - Paytunes\",\"description\":\"Blog - Paytunes\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#organization\",\"name\":\"Blog - Paytunes\",\"url\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/cropped-112-1.png\",\"contentUrl\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/cropped-112-1.png\",\"width\":1055,\"height\":307,\"caption\":\"Blog - Paytunes\"},\"image\":{\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.paytunes.in\\\/blog\\\/#\\\/schema\\\/person\\\/cb73fa212da4b2501b3e3c1660c825bc\",\"name\":\"Nikhil S\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/2151125241.jpgb1adbf91782126da6824d15ba72b4a44\",\"url\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/2151125241.jpg\",\"contentUrl\":\"https:\\\/\\\/blog.paytunes.in\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/2151125241.jpg\",\"caption\":\"Nikhil S\"},\"description\":\"Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space. He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award. He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media. Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. 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4.03x CTR Boost with Digital Audio Campaign","datePublished":"2025-11-10T15:05:13+00:00","dateModified":"2026-04-05T22:28:54+00:00","mainEntityOfPage":{"@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/"},"wordCount":1258,"commentCount":0,"publisher":{"@id":"https:\/\/www.paytunes.in\/blog\/#organization"},"image":{"@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg","keywords":["Union Bank Paytunes Audio Campaign"],"articleSection":["BFSI","Case Studies","Digital Audio"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/","url":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/","name":"Union Bank x Paytunes: 1.09x LTR & 4.03x CTR Boost with Digital Audio Campaign","isPartOf":{"@id":"https:\/\/www.paytunes.in\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#primaryimage"},"image":{"@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg","datePublished":"2025-11-10T15:05:13+00:00","dateModified":"2026-04-05T22:28:54+00:00","description":"Discover how Union Bank\u2019s nationwide Paytunes audio campaign achieved 1.09x LTR and 4.03x CTR uplift through smart digital audio strategy.","breadcrumb":{"@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#primaryimage","url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg","contentUrl":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg","width":1200,"height":675,"caption":"Inside the Union Bank \u00d7 Paytunes Audio Campaign: Building Awareness with Measurable Impact Campaign overview\/background In January 2025, Union Bank partnered with Paytunes to launch a nationwide 60-day digital audio campaign promoting its Home Loan and Green Home propositions. The initiative featured 30-second audio creatives distributed across YouTube Audio, JioSaavn, Wynk, Pocket FM, Spotify Premium, Apple Podcasts, and Amazon Music. Designed to maximise reach within premium listening environments, the campaign reinforced brand trust while effectively driving qualified traffic to key product touchpoints. Objectives Build broad national awareness while preserving efficient frequency in M\/F 18\u201340.\u200b Maximise listening completion (LTR) as the core quality signal for message delivery.\u200b Improve CTR as a proxy for qualified interest, driving to Union Bank\u2019s Home Loan and Green Home pages.\u200b Strategy & execution Inventory mix: Dual-track distribution across YouTube audio and premium streaming\/podcast inventory to blend scale with high-intent listening contexts.\u200b Creative alignment: Single-minded 30-sec assets mapped to Home Loan and Green Home CTAs, ensuring message continuity across environments.\u200b Pacing and caps: National flight with controlled frequency to stabilize reach and minimize fatigue, with daypart calibration as data emerged.\u200b Key results & outcomes LTR improved to 1.09x and CTR to 4.03x versus baseline, while reach held at 1.00x, indicating significant quality and response lift at stable scale.\u200b For podcasts, the campaign delivered a 1.00\u00d7 reach uplift and a 1.22\u00d7 LTR uplift. Consistency: LTR maintained strong daily stability throughout most of the flight, reinforcing creative-audience fit across platforms.\u200b Incrementality: Multi-environment placement delivered a notable uplift in CTR without sacrificing listening quality, indicating complementary effects between YouTube audio and premium streaming\/podcast supply.\u200b Device-Type Insights Mobile-first audience confirmed: Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%). Minimal desktop\/tablet reach: Less than 1% engagement from desktop, tablet, or smart devices\u2014reaffirming the campaign\u2019s mobile-first impact. Optimized creative fit: Strong LTR and CTR uplifts aligned with high mobile exposure, validating the audio + banner format for mobile-centric delivery. Audience demographics & segmentation Core segment: M\/F 18\u201340 pan-India, leveraging platform-level signals to maintain breadth and recency.\u200b Observation: Performance consistency across the core age band suggests the proposition resonated broadly, minimising the need for granular micro-segmentation in this phase.\u200b Daypart\/timing insights Day-of-week: Noticeable mid-week stability in LTR, coupled with CTR spikes around weekends, indicates that listener engagement remains consistent through the week while discovery and exploration behavior peak during leisure windows. Recommendation: Apply light budget multipliers to identified high-response dayparts while preserving baseline delivery for coverage.\u200b Geographic\/regional performance Scope: PAN India delivery across urban and semi-urban inventory.\u200b Note: With stable LTR nationwide, future phases can test tiered city weighting to identify incremental CTR pockets without compromising scale.\u200b City-wise Segmentation The campaign\u2019s strongest Listen-Through Rates (LTRs) emerged from high-attention regional markets, reflecting strong resonance with localized audio and contextual relevance. Below is a city-wise breakdown of the top-performing regions: Mumbai (1.11x) \u2013 Delivered exceptional retention among metro audiences, proving premium placements can sustain attention at scale. New Delhi (1.08x) \u2013 Maintained stable LTRs across dense urban traffic, showing campaign efficiency in high-volume environments. Anantapur (1.14x) \u2013 Recorded the highest LTR, indicating deep engagement in smaller yet highly attentive markets. Sambalpur (1.13x) \u2013 Showcased strong listener focus, supported by well-aligned regional language and tone. Secunderabad (1.13x) \u2013 Maintained excellent completion rates across an urban audience with balanced reach and quality. Mangaluru (1.13x) \u2013 Demonstrated high message retention, driven by contextual alignment and regional familiarity. Khordha (1.12x) \u2013 Reflected consistent engagement within semi-urban clusters, highlighting effective audience targeting. Next-highest performers included Guntur (1.12x) and Bhubaneswar (1.12x), both sustaining strong listener attention within the eastern and southern corridors. Key learnings & takeaways Listening-first planning works: Prioritising LTR as the quality metric ensured the campaign protected message integrity while scaling nationally.\u200b Mixed audio supply is additive: The combined YouTube plus premium streaming and podcast mix delivered stable LTR alongside a complementary uplift in CTR, validating the effectiveness of a diversified audio stack. Timing matters: Weekend and select evening dayparts showed response advantages; structured pacing against these windows can compound results.\u200b Challenges & how they were addressed Late-flight volatility: A few delivery dips and slightly lower LTRs were seen toward the end of the month. Adjusting line items and easing caps on steady placements helped smooth out these fluctuations. Inventory constraints: Where premium podcast supply tightened, shifting weight toward consistently performing audio channels preserved KPI momentum.\u200b Recommendations for future campaigns Reinforce Paytunes KPIs: Maintain LTR optimisation as the primary quality bar, with CTR as the action signal; aim to sustain 1.09x LTR and 4.03x CTR or better through iterative creative testing and pacing.\u200b Structured dayparting: Allocate modest budget premiums to high-response periods (e.g., weekends\/evenings) while retaining baseline coverage for reach continuity.\u200b Creative experimentation: Test shorter variants and alt-hooks to probe whether LTR stability can be maintained while further nudging CTR beyond the current multi-fold uplift.\u200b Geo layering: Use language-specific audio creatives and regional clustering to identify zones with higher CTR lift, while maintaining balanced coverage across all key markets. Safeguards: Add late-flight buffers and automated alerts to preempt end-of-month delivery volatility.\u200b Audio Attention in the Real Attention Economy 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, shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact. The Problem: Fleeting Attention on Most Digital Platforms Banner and display ads on websites usually keep user focus for only 1.6\u20132.6 seconds before they are ignored or scrolled past. Short-form video ads and reels hold attention for about 7\u20139 seconds on average before users swipe away or skip. This fleeting engagement translates to lower brand recall and minimal action. The Unique Edge of In-Stream Digital Audio In the Union Bank campaign, 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. Here\u2019s why it matters: The campaign achieved Listen-Through Rates (LTR) about 1.09x higher than industry benchmarks. This result means a substantial share of the audience listened all the way through, far higher than what visual formats deliver in the same time frame. Attention Economy Benchmarks (per 100 exposures): Platform\/Format Avg. Attention (seconds) Completion Rate (per 100) Audio Attention Uplift Banner\/Display Ads 2\u20133 12\u201318 4\u20138x lower than audio Short Video (Reels) 5\u20139 18\u201325 3\u20134x lower Full Video (In-Stream) 7\u201310 15\u201325 3\u20135x lower Audio (30s spot) \u226525 70\u201395 1.09x 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 70-95 more completion events per 100 impressions than most display or short video placements. Conclusion The Union Bank \u00d7 Paytunes audio collaboration delivered quality at scale, achieving a 1.09x improvement in Listen-Through Rate (LTR) and a 4.03x uplift in Click-Through Rate (CTR), while maintaining reach at 1.00x. This proves that a well-balanced, diversified audio strategy can drive strong engagement without compromising the listener experience. Discover how Paytunes can help your brand craft audio campaigns that connect, convert, and perform seamlessly."},{"@type":"BreadcrumbList","@id":"https:\/\/www.paytunes.in\/blog\/union-bank-x-paytunes-1-09x-ltr-4-03x-ctr-boost-with-digital-audio-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.paytunes.in\/blog\/"},{"@type":"ListItem","position":2,"name":"Union Bank x Paytunes: 1.09x LTR &#038; 4.03x CTR Boost with Digital Audio Campaign"}]},{"@type":"WebSite","@id":"https:\/\/www.paytunes.in\/blog\/#website","url":"https:\/\/www.paytunes.in\/blog\/","name":"Blog - Paytunes","description":"Blog - Paytunes","publisher":{"@id":"https:\/\/www.paytunes.in\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.paytunes.in\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.paytunes.in\/blog\/#organization","name":"Blog - Paytunes","url":"https:\/\/www.paytunes.in\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.paytunes.in\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/cropped-112-1.png","contentUrl":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/cropped-112-1.png","width":1055,"height":307,"caption":"Blog - Paytunes"},"image":{"@id":"https:\/\/www.paytunes.in\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.paytunes.in\/blog\/#\/schema\/person\/cb73fa212da4b2501b3e3c1660c825bc","name":"Nikhil S","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpgb1adbf91782126da6824d15ba72b4a44","url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","contentUrl":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","caption":"Nikhil S"},"description":"Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space. He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award. He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media. Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.","url":"https:\/\/paytunes.in\/blog\/author\/niikhil-admin\/"}]}},"jetpack_featured_media_url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/11\/Banner-Image-Union-Bank.jpg","authors":[{"term_id":321,"user_id":6,"is_guest":0,"slug":"niikhil-admin","display_name":"Nikhil S","avatar_url":{"url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","url2x":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg"},"author_category":"1","first_name":"Nikhil","last_name":"S","user_url":"https:\/\/paytunes.in","job_title":"","description":"<span style=\"font-weight: 400\">Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. 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