News UK and Bauer partner on new digital audio ad platform

News UK’s Wireless and Bauer Media are launching a new digital audio company for the UK ad market: Octave Audio.

The audio advertising platform, which is to launch in the spring, will enable advertisers to target listeners across News UK’s and Bauer Media’s digital audio products using the partners’ first party data.

“This partnership brings the strengths of Wireless and Bauer Media to a new level,” said Dominic Carter, group chief commercial officer at News UK.

“It is a natural progression to bring our brands together into a space where advertisers can buy digital audio advertising in a transparent and brand safe environment. Our aim is to continuously ensure the ecosystem for advertisers is premium and audience driven, and we believe this new offering does just that.”

Dee Ford, group managing director at Bauer Radio, added that Octave Audio will “stand out” in the market by bringing together “the best of broadcast advertising and the advantages of digital targeting”.

The digital audiences of talkSPORT, KISS, Absolute Radio, Virgin Radio, Magic Radio and Greatest Hits Radio will all be accessible via the new platform, as well as on-demand catch-up shows.

According to the latest Rajar results, digital radio’s share of overall listening now sits at 58.5%, with KISSTORY the UK’s most popular commercial digital-only station.

Last year Bauer Media relaunched its digital audio ad platform Bauer InStream, which saw the radio broadcaster pull its inventory from DAX – the third party ad exchange owned by rival radio company Global – in an effort to “take control” of its inventory.

According to Bauer, InStream and Octave Audio will co-exist as complementary platforms.