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
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.
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