{"id":1625,"date":"2026-01-12T18:48:50","date_gmt":"2026-01-12T13:18:50","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1625"},"modified":"2026-04-03T18:05:31","modified_gmt":"2026-04-03T12:35:31","slug":"ryan-international-schools-audio-campaign-case-study-driving-higher-ltr-with-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/ryan-international-schools-audio-campaign-case-study-driving-higher-ltr-with-paytunes\/","title":{"rendered":"Ryan International Schools Audio Campaign Case Study: Driving Higher LTR with Paytunes"},"content":{"rendered":"

How Ryan International Schools Improved Listen-Through Rates with a Programmatic Audio Campaign<\/span><\/h1>\n

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\"Ryan<\/p>\n

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Ryan International Schools is one of India\u2019s most recognised education brands, known for its focus on holistic learning and strong academic foundations. During the critical admission period in May, the brand partnered with Paytunes to create a focused programmatic audio campaign aimed at reaching parents at moments of high attention. The fifteen-day campaign used short-form audio messaging on premium streaming platforms to reinforce urgency around admissions while strengthening brand recall among families in key cities.<\/span><\/p>\n

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Campaign Objectives<\/span><\/h2>\n
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  • The primary objective was to improve Listen-Through Rate (LTR) by delivering audio messages that parents would hear in full.<\/span> <\/li>\n
  • The campaign also aimed to maximise reach among admission decision-makers and then drive Click-Through Rate (CTR) to the admissions landing page.<\/span> <\/li>\n
  • A secondary goal was to build strong brand recall using audio-led storytelling rather than relying only on display formats.<\/span> <\/li>\n<\/ul>\n

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    Strategy and Execution<\/span><\/h3>\n
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    • Paytunes targeted males and females aged 25\u201340, aligning with parents actively involved in school selection.<\/span> <\/li>\n
    • The campaign was geo-targeted to education-focused and high-potential cities such as Noida, Gurgaon sectors, Indore, Nagpur, Durg, Kharagpur, Faridabad, Sohna Road, and Greater Noida.<\/span> <\/li>\n
    • Ads were delivered across premium music and audio platforms including JioSaavn, Wynk, Pocket FM, Triton, and YouTube Music.<\/span> <\/li>\n
    • Audio creatives of up to 30 seconds were designed for music-listening environments and focused on urgency around admissions.<\/span> <\/li>\n
    • Frequency was controlled to maintain recall without overwhelming listeners.<\/span> <\/li>\n<\/ul>\n

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

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      \"Ryan<\/p>\n

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      • The campaign delivered a 1.03\u00d7 uplift in Listen-Through Rate, showing strong engagement with the audio message.<\/span><\/li>\n
      • Click-Through Rate showed a strong 2.07\u00d7 uplift, indicating that engaged listeners were motivated to take action.<\/span>
        \n<\/span><\/li>\n
      • Reach remained steady with a 1.00\u00d7 uplift, ensuring consistent exposure across the target audience.<\/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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          Ryan International School Ad Execution –<\/h3>\n

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