Octave, News UK’s audio-visual advertising platform, has signed a portfolio of agreements to access four additional streaming audio providers in the UK.
The audio publishers are the radio stations Boom Radio and CountryLine Radio, music streaming platform Audiomack, and audio technology company Sonos, and will extend Octave’s audio advertising audience to 15.5m monthly listeners.
Russell Pedrick, managing director of Octave, said: “This is an important step in the realisation of our long-term strategic audio goals.
“We’ve got a valuable core of our own audio brands such as talkSPORT, Virgin Radio and Times Radio, and these partnerships help us to build on that with additional reach into valuable and engaged audiences.
“These deals will enable us to layer our rich, first-party data across a wider listener portfolio, helping our advertiser partners to reach larger and more diverse audiences.”
Audiomack has signed an exclusive deal with Octave via its advertising platform AdsWizz to represent its inventory, reaching its engaged Gen Z audience.
The Sonos deal, also via AdsWizz, gives access to its ABC1 audience smart speaker advertising inventory.
Boom Radio reaches a 55+ audience and the deal will see its streaming inventory being represented as part of Octave’s portfolio, and Octave will represent CountryLine’s digital inventory.
Paul Brown, VP of European business and operations at AdsWizz, said: “These deals will give brands a powerful way to reach engaged, diverse audiences across the UK, driven by Octave’s commercial expertise in this growing market.”
The additional audio partners will sit alongside Octave’s video inventory, including access to sell YouTube inventory directly across News UK’s own video output from brands such as talkSPORT, alongside partners such as SoundCloud.
The deals follow the announcement of Octaveai, the business’ automated audio advertising creation and optimisation platform, giving brands of all sizes the ability to create and optimise audio creative across Octave’s inventory portfolio.
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