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Shell, one of the world’s leading energy brands known for innovation and premium fuel experiences, partnered with Paytunes to create a highly targeted digital audio campaign in Bangalore. Executed from 30th January to 9th March 2026, the campaign focused on reaching affluent commuters and vehicle owners through in-car and mobile streaming environments. By leveraging premium platforms like Spotify, JioSaavn, and YouTube Music + In Car Targeting, the campaign prioritized precision targeting and meaningful engagement over mass reach, ensuring the brand message reached the right audience at the right moment.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Mobile Android<\/b><\/p>\n Dominated delivery with ~87.74% share of total impressions.<\/span><\/p>\n Primary driver of LTR and CTR uplift across the campaign.<\/span><\/p>\n Mobile iOS<\/b><\/p>\n Accounted for ~10.92% share, representing the second-largest contributor.<\/span><\/p>\n Played a key role in complementing Android reach, especially among premium users.<\/span><\/p>\n Tablet (Android)<\/b><\/p>\n Very minimal share (~0.6%)<\/span><\/p>\n Likely contributed to incidental or passive listening sessions.<\/span><\/p>\n Desktop (Other)<\/b><\/p>\n Represented ~0.42% of impressions.<\/span><\/p>\n Minimal engagement; not a core device for audio-based interaction.<\/span><\/p>\n Smart Home Devices \/ Smart Watches<\/b><\/p>\n Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/p>\n Tablet (iPad)<\/b><\/p>\n Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/p>\n Insight: The campaign’s engagement metrics, like LTR and CTR were primarily driven by mobile-first consumption, validating Paytunes’ strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.<\/span><\/i><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds\u2014shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.<\/span><\/p>\n <\/p>\n Banner and display ads on websites usually keep user focus for only 1.6\u20132.6 seconds before they are ignored or scrolled past.<\/span><\/p>\n Short-form video ads and reels hold attention for about 7\u20139 seconds on average before users swipe away or skip.<\/span><\/p>\n This fleeting engagement translates to lower brand recall and minimal action.<\/span><\/p>\n <\/p>\n In the Shell campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed, no other audio or video formats were part of the strategy.<\/span><\/p>\n Here’s why it matters:<\/span><\/p>\n The campaign saw average Listen-Through Rates (LTR) approximately 0.91x industry norms.<\/span><\/p>\n This result means a substantial share of the audience listened all the way through\u2014far higher than what visual formats deliver in the same time frame.<\/span><\/p>\n <\/p>\n <\/p>\n Banner\/Display Ads<\/span><\/p>\n<\/th>\n 4\u20138x lower than audio<\/span><\/p>\n<\/th>\n<\/tr>\n<\/thead>\n\nReaching Affluent Commuters and Premium Vehicle Owners in Bangalore<\/b><\/h3>\n
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In-Car and Premium Mobile Targeting Across Spotify, JioSaavn and YouTube Music: Hinglish-Kannada Audio for Bangalore Drivers<\/b><\/h3>\n
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LTR Uplift and Precision Engagement: Shell’s Bangalore Audio Performance by the Numbers<\/b><\/h3>\n
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Affluent Bangalore Auto Enthusiasts, 18\u201354: Transaction-Ready Drivers with Fuel and Finance Interest Signals<\/b><\/h3>\n
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Commute Hours and Consistent Delivery: When Bangalore’s Drivers Were Most Tuned In<\/b><\/h3>\n
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iOS and Premium Android Focus: How Device Targeting Reinforced Shell’s Premium Audience Profile<\/b><\/h3>\n
Bangalore-Only Precision: Why City-Level Focus Outperformed Mass Reach<\/b><\/h3>\n
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Precision Over Volume: What Shell’s Bangalore Campaign Taught Us About Premium Audio Audiences<\/b><\/h3>\n
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Early Pacing Variations and the Volume-vs-Quality Tradeoff: Holding the Line on Premium Audience Fit<\/b><\/h3>\n
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Daypart Optimisation and Tier-2 Expansion: Shell’s Next Audio Move<\/b><\/h3>\n
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Why Fuel Brands Can’t Afford to Be Ignored in 8 Seconds: A Paytunes Perspective<\/b><\/h3>\n
Swiped Past and Scrolled Over: Why Fuel Brands Keep Losing the Visual Attention War<\/b><\/h3>\n
Why Shell’s 30-Second In-Car Audio Won Full Attention During the Commute<\/b><\/h3>\n
Attention Economy Benchmarks (per 100 exposures):<\/b><\/h3>\n
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\n Platform\/Format<\/b><\/th>\n Avg. Attention (seconds)<\/b><\/th>\n Completion Rate (per 100)<\/b><\/th>\n Audio Attention Uplift<\/b><\/th>\n<\/tr>\n \n \n 2\u20133<\/span><\/th>\n 12\u201318<\/span><\/th>\n \n \n Short Video (Reels)<\/span><\/td>\n 5\u20139<\/span><\/td>\n 18\u201325<\/span><\/td>\n 3\u20134x lower<\/span><\/td>\n<\/tr>\n \n Full Video (In-Stream)<\/span><\/td>\n 7\u201310<\/span><\/td>\n 15\u201325<\/span><\/td>\n 3\u20135x lower<\/span><\/td>\n<\/tr>\n \n Audio (30s spot)<\/span><\/td>\n \u226525<\/span><\/td>\n 70\u201395<\/span><\/td>\n 1.20x\u00a0 higher<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n