Bauer Media relaunches BauerInStream

Posted on: Tuesday 13 August 2019 | IAB UK

The relaunched digital audio advertising platform sets out to provide creative and targeted digital audio advertising solutions via an expanded network of trusted brands

Share this

Bauer InStream is now the only way for advertisers to reach Bauer’s expanded digital audio portfolio including Absolute Radio, KISS, Magic Radio and Scala Radio, as well as audio products from publishing brands such as Empire and Grazia.

For the first time, advertisers will be able to buy Bauer digital audio advertising in two ways; by brand through Bauer Adventure creative and branded-content campaigns, and by audience using Bauer Audience Hunter which identifies Bauer’s engaged and quality listeners across all of its brands’ digital audio products – including connected live radio, on-demand catch-up shows and podcasts.

The relaunch comes at time when consumers’ listening habits are rapidly changing. According to latest MIDAS data, 36.3 million people in the UK listen to digital audio weekly, with 94% of all smart speaker usage on live radio. This opens up new ways for advertisers to reach highly engaged audiences.

“At a time when two-thirds of top UK brands report experiencing brand safety issues, digital audio advertising is currently primarily bought via anonymous third-party exchanges”, says Abby Carvosso Group Managing Director at Bauer Media Advertising. “By taking control of our own digital audio advertising inventory, Bauer InStream can uniquely and consistently offer advertisers trusted and transparent access to our network of radio and publishing brands coupled with valuable and identifiable audiences.”

The relaunch will see Bauer Media’s digital audio inventory removed from DAX, the third-party digital advertising exchange.

 


Interested in online audio? Find out more about Podcast Upfronts, taking place on 3 October 2019.

Written by

IAB UK

Share this

Related content

Podcast

IAB UK Connected | Episode 3: Joe Evans

Learn more
James Draper

Ads for the players: getting in-game experiences right

How can in-game advertisers ensure that ads don’t just work for their environment, but fully integrate within it? Bidstack’s CEO James Draper takes a...

Learn more
Podcast

IAB UK Connected | Episode 2: Lara O’Reilly

Learn more
Tracy

Trusted news needs you: back don’t block British journalism

Today the media industry’s trade bodies have joined forces to help support trusted news brands during this unprecedented COVID-19 crisis.

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.