Octave to scale audience segments with Audiomob deal

News UK’s audio platform, Octave, has signed an inventory deal with mobile gaming audio ad tech firm, Audiomob.

Audiomob provides an in-app audio advertising network that enables advertisers to reach their target audiences through audio ads in apps and games. The deal gives Octave access to data on more than 6m mobile gaming users, enabling it to scale its audience segments.

This focus on segmenting audiences has formed part of Octave’s strategy to utilise and simplify data from its own publishing businesses and logged-in audiences from their connected apps, as revealed by MD, Russell Pedrick at The Future of Media London 2025. 

The deal marks a continuous iteration of that strategy. It demonstrates Octave’s move to build a targeted network of third-party audio inventory partners alongside its owned-and-operated channels.

Commenting on the partnership, Pedrick said: “The addition of Audimob will diversify our portfolio and complement key audience segments popular with our agency and client partners.

“It will also open exciting contextual opportunities within the mobile gaming environment.”

Octave’s portfolio includes News UK’s media brands such as talkSPORT, Virgin Radio, and Times Radio, and it continues to look for partners which enhance its core audiences.

Founder and CTO of Audiomob, Wilfrid Obeng, said: “This partnership will drive significant additional advertiser traffic to our network whilst providing Octave with access to some valuable and hard-to-reach audiences.

“Audiomob connects mobile gamers with engaging, high-quality audio ads seamlessly integrated into their gaming experience, and this deal will give Octave the ability to further build out its valuable, segmented audiences in this space.”

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