Bauer Media and News UK’s Wireless have joined forces to create Octave Audio, a new digital audio company for the UK advertising market.
All of the radio brands owned by Bauer and Wireless will be in the new service, including talkSPORT, KISS, Absolute Radio, Virgin Radio, Magic Radio, Hits and Greatest Hits Radio.
It will also offer access to on-demand catch-up shows including Simon Mayo’s Scala radio show.
Dee Ford, Group Managing Director Bauer Radio, comments: “Bauer Media has innovated in digital audio product and advertising for over a decade and continues to do so with this partnership. Octave Audio will combine the expertise of two major forces in audio bringing together the best of broadcast advertising and the advantages of digital targeting. This is what will make it stand out in the market.”
Dominic Carter, Group Chief Commercial Officer at News UK, comments: “This partnership brings the strengths of Wireless and Bauer Media to a new level. It is a natural progression to bring our brands together into a space where advertisers can buy digital audio advertising in a transparent and brand-safe environment. Our aim is to continuously ensure the ecosystem for advertisers is premium and audience-driven, and we believe this new offering does just that.”
Launching in Spring 2020, the new venture says it aims to see Bauer Media’s and News UK’s News IQ audience insights identify engaged and quality listeners based on behaviour, emotion, opinion and habits for precise targeting across the partners’ digital audio products.
Last year, Bauer launched its own digital audio advertising platform called InStream to connect advertisers with its brands, and will continue to offer both to clients.