Advertisers can now buy audio campaigns around talkSPORT podcasts and livestreams carried on YouTube.
The move sees website add YouTube audio impressions to the inventory it sells across News UK content and partner channels.
Octave has previously sold video advertising directly against News UK’s YouTube channels, including content from talkSPORT and Virgin Radio UK, through its established relationship with YouTube.
The News UK audio visual advertising platform will now sell audio advertising around talkSPORT content available on the video service.
Russell Pedrick, Managing Director of Octave, said: “YouTube’s Audio Ads have real potential to tap into a new and valuable audience.”
Russell added: “Including YouTube’s audio impressions in our portfolio helps to drive incremental value, reach and performance for clients and helps us to better monetise our content on the platform.”
The company says the addition will allow advertisers to include YouTube within campaigns running across Octave’s owned and partner channels.
Alison Lomax, Managing Director of YouTube UKI, said the relationship between the companies had created opportunities across watching and listening.
She added that the new audio inventory would give UK advertisers another way to connect with people using the platform.
