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

The Media Leader Interview

The UK roll-out of AudioXi has added a new layer to Bauer Media’s digital audio proposition by providing advertisers with an integrated way to plan, buy and measure audio and display campaigns together.

AudioXi is already active in eight European markets and the launch on home turf marks a clear move to a more data-driven commercial future for the company.

The six-month-long transition before launch highlights Bauer’s ambition in a fast-evolving digital audio advertising space, which has seen the introduction of Spotify’s ad exchange Sax, alongside News UK’s now fully owned Octave and long-standing rival Global’s Dax.

AudioXi is supported by a 30-person operational team and access to a deep pool of first-party data through connection to Rayo, Bauer’s distribution platform covering a portfolio of 50 audio and publishing brands.

Speaking to The Media Leader, Charlie Brookes, director of digital for Bauer Media Audio UK, says the UK launch marks more than just a new product — it signals a shift in audio’s role, measurement and how it is understood and valued by digital buyers.

Bauer rolls out AudioXi to UK market

Moving in-house

The official roll-out comes just weeks after News UK completed its full acquisition of Octave, a five-year joint venture previously shared with Bauer.

Brookes highlights how bringing AudioXi fully in-house has enabled the company to create one data taxonomy between audiences on the digital audio platform and its display offering, Illuminate, meaning Bauer can now offer advertisers a single sales platform for campaigns that blends audio and display.

In other words, a user who hears an audio ad can now be retargeted later with a display ad on Bauer’s publishing estate, creating a measurement bridge between the two.

Bauer did not previously offer display and audio inventory together, unless specifically requested, and it would require the the two teams to work together. Now, the process for advertisers seeking to use both channels is more automated and streamlined.

Brookes says this offers advertisers greater measurement of audio attribution impact and more cross-channel insights.

“Advertisers could buy one or the other previously, but we have worked as part of the AudioXi launch to bring them together to enhance the proposition,” Brookes explains.

“Not only have we seen improved performance and engagement of the test campaigns, but because this is happening across the Bauer estate, we can provide insight for advertisers about consumer journeys between the two mediums.”

What sets Bauer apart

But what does Brookes believe really sets AudioXi apart from rival offerings? Data.

“It’s the ability for an advertiser to really zone in on that group — and not just its demographics, which we do well, but so do others. It’s the intent information for demographics which is unique to Bauer,” he declares.

As an example, Brookes points to Bauer’s data on automotive demographics through its portfolio of car-related titles and explains how Bauer is able to not only delineate between audience segments interested in cars, but it can go further in identifying an audience segment in the market for a new car.

“It’s that ability to play with that deeper data pool and pull out really high-value audiences for customers,” he adds.

Attracting digital-first advertisers

As part of the launch, Bauer invested in automated tools and audio technology to help advertisers create variants of ads tailored to different audience segments and data signals.

This is particularly valuable to digital-native brands that don’t have capabilities in audio creative — a previous roadblock, according to Brookes.

He continues: “It has been a real barrier to some people if they don’t already have an audio creative — they feel that’s going to stop them.

“Now we can share how quickly and easily they can make audio creatives and that problem goes away.”

Looking ahead

Following the launch, Bauer is now focusing on deepening its audience insight for advertisers and building niche but scalable audience segments.

Brookes explains: “We have had a few false starts trying to create pretty clever audiences, but they just aren’t big enough.

“You’ve got to try and make sure you provide audiences that advertisers can scale and use to their advantage.”

Expanding Rayo is also key. “For me, AudioXi and Rayo go hand in glove because of the distribution, the technology and the way in which you can build audience breadth and depth, which makes the commercial product better,” he stresses.

A further ambition is getting brands not currently using audio to see its value.

Brookes cites the measurement uplift and streamlined offering from AudioXi as potentially key to unlocking new spend from these advertisers.

“AudioXi has been very good for showing the consumer can hear something and then the next time they see an ad, they’re more inclined to act — thereby showing digital advertisers audio is part of the journey and will aid their performance,” he explains.

“Getting people who have not considered audio before to buy it — that’s when you know you’ve really cracked the proposition. I guess that’s the dream.”