{"id":1489,"date":"2025-12-15T20:58:47","date_gmt":"2025-12-15T15:28:47","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1489"},"modified":"2026-04-06T03:50:31","modified_gmt":"2026-04-05T22:20:31","slug":"timezone-audio-campaign-case-study-with-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/timezone-audio-campaign-case-study-with-paytunes\/","title":{"rendered":"Timezone Audio Campaign Case Study with Paytunes"},"content":{"rendered":"

How Timezone Used Digital Audio with Paytunes to Drive High LTR and CTR<\/span><\/h1>\n

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\"Timezone<\/p>\n

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Introduction<\/span><\/h2>\n

In September 2024, Timezone, one of India\u2019s most popular family entertainment and gaming brands, partnered with Paytunes for a focused digital audio campaign designed to strengthen brand consideration and drive quality site visits.The campaign was structured as a 7-day initiative, giving a clear view of how Timezone benefits from immersive audio storytelling. With a strong presence across top Indian metros, Timezone needed a format that could hold attention, communicate excitement, and nudge audiences toward action\u2014an ideal fit for digital audio.<\/span><\/p>\n

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

The campaign ran with bilingual 30-second audio creatives in Hindi and English, paired with companion banners across premium music streaming platforms and 850+ apps. The objective was simple: reach a broad 18\u201344 audience, sustain strong LTR, and drive meaningful clicks from entertainment-seeking users across major metros.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Maximize unique reach among 18\u201344-year-olds while maintaining a strong Listen-Through Rate that reflects message clarity and audio quality.<\/span><\/li>\n
  • Ensure consistent delivery across priority metros while sustaining LTR at or above planned expectations.<\/span><\/li>\n
  • Drive high-intent site visits through companion banners, with CTR as the core indicator of efficiency.<\/span><\/li>\n<\/ul>\n

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    Strategy & execution<\/span><\/h3>\n

    Inventory Strategy<\/span><\/p>\n

    A balanced platform mix ensured both scale and quality:<\/span><\/p>\n

      \n
    • JioSaavn & Wynk Music<\/b> \u2013 reliable scale and strong banner response<\/span><\/li>\n
    • YouTube Music<\/b> \u2013 high completions contributing directly to LTR<\/span><\/li>\n
    • Pocket FM & Zeno Radio<\/b> \u2013 incremental reach across niche listening environments<\/span><\/li>\n
    • Long-tail apps<\/b> \u2013 broadened exposure across diverse urban audiences<\/span><\/li>\n<\/ul>\n

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      Creative Approach<\/strong><\/p>\n

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      • 30-second bilingual audio ads<\/span><\/li>\n
      • Designed for leisure and entertainment moments<\/span><\/li>\n
      • Companion banners encouraged immediate site visits<\/span><\/li>\n
      • Messaging kept simple to maintain LTR and reduce drop-offs<\/span><\/li>\n<\/ul>\n

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        Pacing & Optimizations<\/strong><\/p>\n

        Daily monitoring of LTR, CTR, and audio delivery informed platform adjustments. More weight was shifted to high-performing platforms toward the later days, improving both completion strength and click response.<\/span><\/p>\n

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

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        \"Key<\/p>\n

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        LTR:<\/b> Strong and consistent at <\/span>1.17\u00d7<\/b>, indicating excellent message retention.<\/span>
        \n<\/span><\/p>\n

        CTR:<\/b> Delivered an uplift of <\/span>1.37\u00d7<\/b>, driven mainly by mobile engagement and companion banners.<\/span><\/p>\n

        Reach:<\/b> Achieved the full reach expectation at <\/span>1.00\u00d7<\/b>, with broad distribution across metros.<\/span><\/p>\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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          Timezone Ad Execution<\/h3>\n

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