{"id":1630,"date":"2026-01-12T19:17:22","date_gmt":"2026-01-12T13:47:22","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1630"},"modified":"2026-04-03T19:47:05","modified_gmt":"2026-04-03T14:17:05","slug":"pearl-academy-digital-audio-campaign-case-study-how-paytunes-improved-listen-through-rate-ltr","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/pearl-academy-digital-audio-campaign-case-study-how-paytunes-improved-listen-through-rate-ltr\/","title":{"rendered":"Pearl Academy Digital Audio Campaign Case Study: How Paytunes Improved Listen-Through Rate (LTR)"},"content":{"rendered":"

How Pearl Academy Increased Listen-Through Rate (LTR) Using Programmatic Audio Advertising<\/span><\/h1>\n

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\"Pearl<\/p>\n

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


\n<\/b>Pearl Academy is one of India\u2019s most respected institutes for fashion, design, and creative education, known for shaping industry-ready talent. In May 2024, Pearl Academy partnered with Paytunes to execute a focused digital audio campaign aimed at increasing admissions awareness among high-intent audiences. The 10-day campaign ran across premium streaming platforms and combined short audio creatives with companion banners to engage listeners at key moments. Using Paytunes\u2019 programmatic audio capabilities, the campaign directed interested users to a customised admissions landing page, ensuring both relevance and measurable impact.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Increase brand reach among audiences actively exploring creative education.<\/span><\/li>\n
  • Achieve strong Listen-Through Rate (LTR) and Click-Through Rate (CTR) performance.<\/span><\/li>\n
  • Drive qualified traffic to Pearl Academy\u2019s admissions portal.<\/span><\/li>\n
  • Reinforce Pearl Academy\u2019s leadership in fashion and design education through audio storytelling.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • Executed a CPM-based buy using audio creatives of up to 30 seconds along with display banners.<\/span><\/li>\n
    • Focused targeting on female audiences aged 18\u201324 and 45+, covering students and career-switchers.<\/span><\/li>\n
    • Activated the campaign across 30+ cities, including Delhi, Mumbai, Bengaluru, and Jaipur.<\/span><\/li>\n
    • Platform allocation was split strategically across JioSaavn (50%), YouTube Music (30%), and Wynk (20%).<\/span><\/li>\n
    • Messaging highlighted career outcomes, program strengths, and admissions relevance.<\/span><\/li>\n
    • Creatives were optimised for mobile listening and supported by clear response-led calls to action.<\/span><\/li>\n<\/ul>\n

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

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      \"Pearl<\/p>\n

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      • Delivered a 1.07\u00d7 uplift in Listen-Through Rate, consistently exceeding 85% throughout the campaign.<\/span><\/li>\n
      • Achieved a nearly 2\u00d7 uplift in Click-Through Rate compared to benchmarks.<\/span><\/li>\n
      • Recorded a 1.07\u00d7 uplift in reach, ensuring strong exposure among the target audience.<\/span><\/li>\n
      • Maintained stable delivery against impression targets while driving meaningful clicks and unique user reach.<\/span><\/li>\n
      • Demonstrated the effectiveness of digital audio as a performance-driven channel for education brands.<\/span><\/li>\n
      • Platform-wise segmentation showed varied performance, with Wynk delivering a 1.17\u00d7 uplift, Saavn achieving a 1.14\u00d7 uplift, while YouTube Music recorded a 0.90\u00d7 performance against benchmarks.<\/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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          Pearl Academy Ad Execution –<\/h3>\n

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