IAB Upfronts 2025: Bauer Media launches audioXi Moment

Bauer Media launched audioXi Moment at the IAB UK Media Upfronts 25 event on 14 October. audioXi will allow advertisers to target listeners based on “in the moment insights.”

Moment is available to advertisers via audioXi, and combines user data from mobile gaming, meditation and brain training apps, with Bauer’s first party data.

This offers advertisers a richer picture of users, including what mood they are in, what kind of activity they are doing, and what time of day it is.

Advertisers will then be able to buy audio slots through audioXi on some of these apps, which Bauer has exclusive access to in the UK.

Notably, this enables targeting that is contextually relevant to “need states”, for instance the time of day or a listener’s mindset, as opposed to typical demographic targeting which is based on age, location or gender.

This could lead to better engagement for advertisers, as it will allow for ads to match the moment. For instance, a mindfulness ad during a meditation session on an app will be more relevant and better placed, increasing effectiveness.

Nadia Holmes, head of business development for audioXi, said at the IAB UK Media Upfronts: “These are highly engaged, mindset based environments, perfect for advertisers looking to connect through context and mood in the moment.”

Audio’s advantage

Bauer highlighted that audio has an advantage, with Holmes stating, “audio reaches people in moments where other media can’t,” underlining how audio is hands-free and listeners engage throughout the day at different points.

Smart speakers and in car voice systems will also enable consumers to respond to ads without friction.

The launch signals Bauer’s move to attempt to own the space where audio meets mobile behaviour.

audioXi was launched in March in the UK. 

Behind Bauer’s strategy to amplify data-led audio advertising