{"id":1725,"date":"2026-03-13T11:33:26","date_gmt":"2026-03-13T06:03:26","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1725"},"modified":"2026-04-06T03:41:28","modified_gmt":"2026-04-05T22:11:28","slug":"lic-housing-finance-audio-campaign-november-2025-case-study-1-20x-ltr-uplift","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/lic-housing-finance-audio-campaign-november-2025-case-study-1-20x-ltr-uplift\/","title":{"rendered":"LIC Housing Finance Audio Campaign November 2025 Case Study | 1.20\u00d7 LTR Uplift"},"content":{"rendered":"

How Paytunes Delivered High-Attention Reach for LIC Housing Finance Through a 30-Day Audio Campaign<\/b><\/h1>\n

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\"LIC<\/p>\n

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

In India\u2019s competitive home finance market, credibility and recall matter as much as reach. LIC Housing Finance has long been a trusted name for aspiring homeowners across the country. In November 2025, the brand partnered with Paytunes to strengthen awareness through a focused 30-day digital audio campaign on Spotify. The campaign targeted males and females aged 25\u201345 years using up-to-30-second audio ads supported by companion banners. The objective was simple yet strategic: deliver scalable national reach while driving strong listen-through performance and meaningful engagement for home financing solutions.<\/span><\/p>\n

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Objectives<\/b><\/h2>\n
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  • Boost unique reach among prospective homebuyers in the 25\u201345 age group.<\/span><\/li>\n
  • Maximize Listen-Through Rate (LTR) first, followed by Click-Through Rate (CTR), using audio and companion banner synergy.<\/span><\/li>\n
  • Build strong nationwide awareness while maintaining confidentiality of sensitive business metrics.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/b><\/h3>\n
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    • Leveraged Paytunes\u2019 programmatic audio expertise to optimize delivery toward prior responders in similar financial categories.<\/span><\/li>\n
    • Deployed bilingual creatives in Hindi and English to ensure wider accessibility and inclusivity.<\/span><\/li>\n
    • Enabled real-time performance monitoring through live dashboards for agile optimization.<\/span><\/li>\n
    • Executed PAN India delivery, excluding Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, and Telangana.<\/span><\/li>\n
    • Maintained an average frequency of approximately three exposures per user to balance recall and fatigue.<\/span><\/li>\n<\/ul>\n

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

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      \"Campaign<\/p>\n

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      • Achieved a <\/span>1.20\u00d7 uplift in LTR<\/b>, significantly exceeding expectations and demonstrating strong message resonance.<\/span><\/li>\n
      • Delivered a <\/span>0.43\u00d7 uplift in CTR<\/b>, reinforcing engagement beyond passive listening.<\/span><\/li>\n
      • Generated a <\/span>1.01\u00d7 uplift in reach<\/b>, closely aligning with planned delivery targets.<\/span><\/li>\n
      • Maintained consistently high LTR levels throughout the campaign, reflecting quality audience attention.<\/span><\/li>\n<\/ul>\n

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        Audience Demographics & Segmentation<\/b><\/h3>\n
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        • The primary audience consisted of males and females aged 25\u201345 years.<\/span><\/li>\n
        • Males accounted for over 60% of the audience share, with the 35\u201344 age segment forming the largest group.<\/span><\/li>\n
        • Males aged 25\u201334 showed stronger early CTR engagement, aligning with urban millennials exploring housing options.<\/span><\/li>\n
        • Females aged 25\u201344 contributed steadily to overall LTR performance.<\/span><\/li>\n<\/ul>\n

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          Segment Insights<\/b><\/p>\n

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          • 25\u201334 Male:<\/b> Urban millennials; delivered higher initial CTR.<\/span><\/li>\n
          • 35\u201344 Male:<\/b> Family-focused; represented the largest overall demographic share.<\/span><\/li>\n
          • Females 25\u201344:<\/b> Evenly distributed; sustained stable LTR contribution.<\/span><\/li>\n<\/ul>\n

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            Daypart & Timing Insights<\/b><\/h3>\n
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            • Daily performance remained stable across the 30-day period.<\/span><\/li>\n
            • November 19\u201322 delivered higher CTR and impressions closest to projected targets.<\/span><\/li>\n
            • LTR showed upward momentum mid-campaign and stabilized above 96% during peak listening periods.<\/span><\/li>\n
            • Results indicated strong alignment with high-attention listening hours.<\/span><\/li>\n<\/ul>\n

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              Geographic & Regional Performance<\/b><\/h3>\n

              The campaign architecture enabled strong nationwide delivery across Tier-1 metros and emerging markets, creating balanced scale while sustaining high engagement quality, ideal for a national home loan brand.<\/span><\/p>\n

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              State-Wise LTR Segmentation<\/b><\/h3>\n

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              \"State-wise<\/p>\n

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              These states delivered the strongest completion performance, reflecting high listener attention and message retention across key housing markets.<\/span><\/p>\n

              Odisha:<\/b> Achieved an <\/span>1.01\u00d7 LTR uplift<\/b>, demonstrating superior completion stability among core markets.<\/span><\/p>\n

              Assam:<\/b> Delivered a <\/span>1.01\u00d7 LTR uplift<\/b>, reflecting highly attentive and consistent listening behavior.<\/span><\/p>\n

              West Bengal:<\/b> Secured a <\/span>1.00\u00d7 LTR index<\/b>, maintaining strong and reliable message retention.<\/span><\/p>\n

              Maharashtra:<\/b> Registered a <\/span>0.99\u00d7 LTR index<\/b>, sustaining near-peak attention levels at large scale.<\/span><\/p>\n

              Delhi:<\/b> Maintained a <\/span>0.99\u00d7 LTR index<\/b>, balancing premium urban reach with high completion efficiency.<\/span><\/p>\n

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              Device Type Breakdown & Reach Strategy<\/b><\/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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                LIC Housing Ad Execution –<\/h3>\n