Bauer Media Audio UK is migrating its digital listeners from radio aggregators onto owned and operated platforms. The move follows the integration of Bauer stations in the United Kingdom onto Amazon Alexa and Google Assistant smart speakers.
According to Bauer, the transition of online audiences will allow it to offer enhanced services to commercial partners and more personalized offerings to listeners. The company says from the end of March, advertisers will be able to target a wider pool of identifiable audience segments in brand-safe, quality contexts.
Bauer offers two complementary digital advertising platforms to customers, including Octave Audio, which focuses on selling audience groups, and InStream, which delivers digital audio advertising solutions across its network of brands.
Shana Hills, digital chief operating officer for Bauer Media Audio, said, “We are living in a golden age of opportunity for audio, with technology having transformed the way listeners consume and engage with our content. Digital audio has opened up an exciting new route for advertisers, alongside broadcast advertising, to access our valued audiences. Having invested in more personalized products to further this reach, we’re excited to take this step which will unlock further potential for commercial collaboration and targeting, driving significant revenue opportunities.”