{"id":1424,"date":"2025-11-13T16:55:50","date_gmt":"2025-11-13T11:25:50","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1424"},"modified":"2026-04-06T03:58:20","modified_gmt":"2026-04-05T22:28:20","slug":"federal-bank-x-paytunes-case-study-achieving-1-07x-ltr-and-5-23x-ctr-uplift-through-premium-digital-audio","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/federal-bank-x-paytunes-case-study-achieving-1-07x-ltr-and-5-23x-ctr-uplift-through-premium-digital-audio\/","title":{"rendered":"Federal Bank \u00d7 Paytunes Case Study: Achieving 1.07\u00d7 LTR and 5.23\u00d7 CTR Uplift Through Premium Digital Audio"},"content":{"rendered":"

Federal Bank \u00d7 Paytunes: Digital Audio Campaign Case Study<\/span><\/h1>\n

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\"Federal<\/p>\n

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

In December 2024, Federal Bank partnered with Paytunes to launch a 15-day multi-city digital audio campaign across premium streaming platforms. The campaign paired short-form audio with companion banners to boost brand awareness and drive qualified site traffic for a seasonal offer. Targeting adults aged 20\u201355 using high-end devices, it employed a CPM-based buying model and standardized 30-second creatives across Bengaluru, Delhi NCR, Mumbai, and Pune.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
    \n
  • Maximise reach within defined metros while maintaining quality exposure.\u200b<\/span><\/li>\n
  • Improve LTR as a proxy for audio resonance and message fit.\u200b<\/span><\/li>\n
  • Drive CTR to the offer landing page, balancing scale with efficiency.\u200b<\/span><\/li>\n
  • Validate platform mix for banking audiences across leading music and spoken-word apps.\u200b<\/span><\/li>\n<\/ul>\n

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    Strategy & execution<\/span><\/h3>\n
      \n
    • Premium inventory: Activated Wynk, YouTube Music, JioSaavn, PocketFM, and curated programmatic audio with companion banners for incremental attention.\u200b<\/span><\/li>\n
    • Creative: Up to 30-second audio aligned with the banking offer, optimized for clarity in noisy environments and quick value delivery.\u200b<\/span><\/li>\n
    • Targeting: Urban metros with high smartphone penetration; adults 20\u201355; device filters to maintain ad experience quality.\u200b<\/span><\/li>\n
    • Controls: Frequency cap set to preserve experience while ensuring repetition; pacing tuned to daily performance signals.\u200b<\/span><\/li>\n
    • Collaboration: End-to-end execution powered by Paytunes, including measurement of reach, LTR, and CTR as primary success metrics.\u200b<\/span><\/li>\n<\/ul>\n

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

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      \"Campaign<\/p>\n

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        \n
      • LTR: Achieved 1.07x improvement, indicating better message retention without compromising scale.<\/span><\/li>\n
      • CTR: Drove a 5.23x uplift, reflecting meaningful gains in site intent and click propensity.\u200b<\/span><\/li>\n
      • Reach: Maintained baseline reach at 1.00x across the defined audience footprint, confirming strong metro coverage.\u200b<\/span><\/li>\n
      • Daily consistency: Stable LTR with day-level CTR peaks shows optimization worked without sacrificing completion behavior.\u200b<\/span><\/li>\n<\/ul>\n

        Note: For Paytunes LTR, CTR and Reach are the primary metrics; all outcomes are expressed as multipliers or qualitative descriptors.\u200b<\/span><\/p>\n

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        Audience demographics & segmentation<\/span><\/h3>\n
          \n
        • Demographic focus: Adults 20\u201355, inclusive of both genders, aligned with core banking consideration windows.\u200b<\/span><\/li>\n
        • Device quality: High-tier devices ensured smooth audio rendering and better banner visibility.\u200b<\/span><\/li>\n
        • Segment learnings: Consistent LTR across segments suggests broad message fit; incremental lifts likely came from micro-optimizations rather than drastic audience shifts.\u200b<\/span><\/li>\n<\/ul>\n

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          Daypart\/timing insights<\/span><\/h3>\n
            \n
          • Mid-flight spike: A discrete delivery surge coincided with steady LTR, indicating available high-quality inventory that did not dilute attention.\u200b<\/span><\/li>\n
          • CTR peaks: Specific days outperformed for CTR, implying tactical windows worth prioritizing with higher bids and more assertive frequency within cap.\u200b<\/span><\/li>\n
          • Recommendation: Apply weighted bid and cap strategies to late-week and early-week windows where response strengthened.\u200b<\/span><\/li>\n<\/ul>\n

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            Geographic\/regional performance<\/span><\/h3>\n

            City-wise Segmentation<\/span><\/h4>\n

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

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            The campaign\u2019s top-performing cities demonstrated exceptional listener retention, highlighting the strength of Paytunes\u2019 audience targeting across both metro and emerging markets. Below are the five cities that recorded the highest Listen-Through Rates (LTRs), each reflecting distinct engagement patterns driven by regional and demographic nuances:<\/span><\/p>\n

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              \n
            • Navi Mumbai (1.12x\u200b)<\/strong>\u2013 Delivered the highest listener retention, reflecting strong engagement with premium urban audiences.<\/span><\/li>\n
            • Bengaluru ( 1.10x\u200b)<\/strong>\u2013 Showed excellent completion rates, driven by a tech-savvy and high-device-quality audience.\u00a0<\/span><\/li>\n
            • Panipat ( 1.09x\u200b)<\/strong> \u2013 Performed strongly in a smaller city cluster, indicating high attention in emerging markets.<\/span><\/li>\n
            • Meerut (1.07x\u200b)<\/strong> \u2013 Maintained steady LTRs, demonstrating growing interest in non-metro regions.\u00a0<\/span><\/li>\n
            • New Delhi ( 1.07x)<\/strong>\u2013 Sustained high completion levels amid large-scale reach, showing effectiveness across dense metro traffic.\u00a0<\/span><\/li>\n<\/ul>\n

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              Device-Type Insights<\/span><\/h3>\n

              Mobile-first audience confirmed:<\/b><\/p>\n

              Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%).<\/span><\/p>\n

              Minimal desktop\/tablet reach:<\/b><\/p>\n

              Less than 1% engagement from desktop, tablet, or smart devices\u2014reaffirming the campaign\u2019s mobile-first impact.<\/span><\/p>\n

              Optimized creative fit:<\/b><\/p>\n

              Strong LTR and CTR uplifts aligned with high mobile exposure, validating the audio + banner format for mobile-centric delivery.<\/span><\/p>\n

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              Federal Bank Ad Execution<\/h3>\n

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