Bauer Media Audio plans to launch an audio product that “reinvents radio for an online on-demand environment” in Europe.
Rayo will soft launch in the UK as an iOS and Android app, and then on the web later this year which will “play a key role in securing Bauer Media Audio’s position on internet-connected devices”, including mobiles, smart speakers and connected cars.
It aims to bring together Bauer’s audio content, apparently in the style of aggregator audio BBC Sounds and Global Player, with existing premium stations being integrated into the service which will also replace Planet Radio.
When asked about whether this will include partner radio stations and podcasts that Bauer sells, but does not own, a spokesperson said: “We will unveil more about the content offer in due course.”
Rayo will provide a bespoke offering in each market to help “combat content overload” for consumers. A Bauer spokesperson said they will be sharing updates around Rayo’s launch in other markets in due course.
Advertisers will be able to access new opportunities through Rayo including bespoke sponsorships, content partnerships, and targeted data-led audio campaigns at scale through digital audio advertising platforms Octave, audioXi, and Audiostream.
Content on Rayo will be free to access, and there will also be a subscription-based, ad-break free version available for a monthly fee.
Richard Dawkins, president of audio at Bauer Media Group called this product “a step-change for Bauer Media Audio” which would allow them to “super-charge innovation” and “compete in an increasingly global landscape.”
Bauer Media Audio has 61 million weekly listeners through its radio, online services, and podcasts across nine countries in Europe.
Editor’s note: this article has been updated since publication.
Adwanted UK are the audio experts at the centre of audio trading, distribution, and analytics. We operate J‑ET - the UK’s trading and accountability system for both linear and digital radio. We also created Audiotrack, the country’s premier commercial audio distribution platform, and AudioLab, the single-point, multi‑platform digital audio reporting solution delivering real‑time insight.
To scale up your audio strategy,
contact us today.
