{"id":1636,"date":"2026-01-12T20:03:01","date_gmt":"2026-01-12T14:33:01","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1636"},"modified":"2026-04-03T19:49:18","modified_gmt":"2026-04-03T14:19:18","slug":"kerala-tourism-digital-audio-campaign-case-study-how-paytunes-drove-high-listen-through-rate","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/kerala-tourism-digital-audio-campaign-case-study-how-paytunes-drove-high-listen-through-rate\/","title":{"rendered":"Kerala Tourism Digital Audio Campaign Case Study: How Paytunes Drove High Listen-Through Rate"},"content":{"rendered":"

How Kerala Tourism Achieved Higher Listen-Through Rates with a Pan-India Digital Audio Campaign<\/span><\/h1>\n

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\"Kerala<\/p>\n

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Kerala Tourism, one of India\u2019s most iconic destination brands, partnered with Paytunes to leverage the power of digital audio for nationwide travel inspiration. The 12-day campaign ran in May and focused on reaching listeners across India, excluding Kerala, through premium streaming platforms. By combining immersive audio messaging with companion banners, Paytunes helped Kerala Tourism connect with high-intent audiences during moments of active listening, strengthening awareness and driving meaningful engagement at scale.<\/span><\/p>\n

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Objectives<\/span><\/h2>\n
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  • Increase brand visibility among potential travellers across India.<\/span><\/li>\n
  • Drive strong listener engagement, with priority given to Listen-Through Rate (LTR) followed by Click-Through Rate (CTR).<\/span><\/li>\n
  • Expand unique user reach while encouraging website and WhatsApp enquiries.<\/span><\/li>\n
  • Maintain high completion rates while optimising delivery within the planned budget.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • Targeted a broad audience aged 10\u201350 across all genders to capture diverse travel planners.<\/span><\/li>\n
    • Deployed 15\u201330 second audio ads across YouTube Music, Wynk, and JioSaavn with a pan-India focus.<\/span><\/li>\n
    • Used companion banners alongside audio to reinforce recall and prompt action.<\/span><\/li>\n
    • Applied frequency caps to ensure balanced exposure and avoid listener fatigue.<\/span><\/li>\n
    • Implemented phased delivery to maintain consistency and adapt to platform-level performance trends.<\/span><\/li>\n<\/ul>\n

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

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      \"Key<\/p>\n

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        \n
      • Achieved a 1.09\u00d7 uplift in Listen-Through Rate, indicating strong audience retention.<\/span><\/li>\n
      • Delivered a significant 1.7\u00d7 uplift in Click-Through Rate, reflecting heightened user responsiveness.<\/span><\/li>\n
      • With a reach uplift of 1.002\u00d7, the campaign was able to marginally extend its audience footprint and improve overall visibility<\/span><\/li>\n
      • Recorded high completion rates across platforms, underlining audio\u2019s ability to hold attention.<\/span><\/li>\n
      • Successfully met and, in some cases, exceeded planned audio delivery targets.<\/span><\/li>\n<\/ul>\n

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        Audience Demographics & Segmentation<\/span><\/h3>\n
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        • Effectively reached listeners across all age groups within the 10\u201350 range.<\/span><\/li>\n
        • Ensured balanced exposure across genders through controlled frequency delivery.<\/span><\/li>\n
        • Captured a high volume of unique users, supported by companion banners that enhanced recall.<\/span><\/li>\n
        • Identified opportunities for future refinement using interest-based audience layers.<\/span><\/li>\n<\/ul>\n

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          Daypart & Timing Insights<\/span><\/h3>\n
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          • Stronger performance was observed during mid-week periods, especially Thursday and Friday.<\/span><\/li>\n
          • Listen-Through Rate remained consistently above benchmarks even during weekends.<\/span><\/li>\n
          • Evening and commute hours emerged as key listening windows, supporting higher completion levels.<\/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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              Kerala Tourism Ad Execution –<\/h3>\n

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