{"id":1461,"date":"2025-12-08T13:09:06","date_gmt":"2025-12-08T07:39:06","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1461"},"modified":"2026-04-06T03:52:37","modified_gmt":"2026-04-05T22:22:37","slug":"honda-audio-marketing-case-study-powered-by-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/honda-audio-marketing-case-study-powered-by-paytunes\/","title":{"rendered":"Honda Audio Marketing Case Study Powered by Paytunes"},"content":{"rendered":"

Honda \u00d7 Paytunes: Audio Campaign Case Study<\/span><\/h1>\n

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Campaign Overview<\/span><\/h2>\n

Honda, one of India\u2019s most trusted automotive brands, partnered with Paytunes in October 2024 for a 30-day audio-first campaign aimed at capturing attention in a cluttered digital landscape. Known for reliability and innovation, Honda sought meaningful communication that reached adult audiences across priority states. The campaign used 25\u201330 second audio spots paired with companion banners across premium music apps, podcasts, YouTube Music, and 850+ in-app audio surfaces. Its focus was to strengthen Listen-Through Rate, drive quality traffic through CTR, and maintain steady reach, creating a balanced strategy that delivered uninterrupted listening and consistent engagement across mobile-first environments.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Expand reach among adults aged 30+ across target states.<\/span><\/li>\n
  • Maintain strong completion using LTR as the primary attention metric.<\/span><\/li>\n
  • Drive quality traffic through CTR from companion banners.<\/span><\/li>\n
  • Use pacing and daypart optimization to stabilize LTR and improve CTR over the month.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    1. Multi-platform distribution<\/b>
      \n<\/b> The campaign ran across YouTube\/YouTube Music, JioSaavn, Wynk, Pocket FM, and more than 800 in-app audio apps to maximize reach and minimize duplication.<\/span><\/li>\n
    2. Creative pairing<\/b>
      \n<\/b> Every 25\u201330 second audio spot was paired with a static companion banner. This reinforced messaging and provided an instant click path for high-intent users.<\/span><\/li>\n
    3. Daily monitoring and optimization<\/b>
      \n<\/b> Ongoing monitoring allowed the team to shift delivery into higher-yield time periods and placements, while keeping LTR stable and improving CTR towards the end of the campaign.<\/span><\/li>\n<\/ol>\n

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      Key Results<\/span><\/h3>\n

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      \"Key<\/p>\n

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      Listen-Through Rate (LTR)<\/b><\/p>\n

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      • Achieved approximately <\/span>1.14x uplift<\/b>, matching premium benchmarks for 25\u201330 second audio.<\/span><\/li>\n<\/ul>\n

        Click-Through Rate (CTR)<\/b><\/p>\n

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        • Delivered around <\/span>1.37x uplift<\/b>, with clear improvement in the second half of the campaign as optimizations accumulated.<\/span><\/li>\n<\/ul>\n

          Reach<\/b><\/p>\n

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          • Expanded reach by approximately <\/span>1.0x<\/b>, supported by strong platform diversity and pacing.<\/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

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              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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              Honda Amaze Ad Execution<\/h3>\n

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