Bauer Media is relaunching its digital audio ad platform, Bauer InStream, so it can exclusively sell its network of brands to advertisers in a “safe and sound” context.
The launch will see all of Bauer’s inventory removed from DAX, the third party ad exchange owned by rival radio broadcaster Global. Bauer InStream will therefore become the only platform through which advertisers can access the radio and magazine business’ audio 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 3rd party exchanges,” said 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.”
Bauer Instream will be the only digital audio ad platform to provide “complete transparency” around ad placement in a premium brand-safe context, Carvosso added.
Bauer’s digital audio portfolio covers its radio brands – including Absolute Radio, KISS, and Magic – and audio products from its publishing brands, such as Empire and Grazia.
Via InStream, advertisers will be able to buy inventory either using Bauer Adventure’s creative and branded-content campaigns, or by audience using Bauer Audience Hunter.
The launch comes as consumer listening habits are “rapidly changing”, the company said. 36 million adults now tune in to radio via digitally enabled platforms, including DAB, digital TVs, online and apps, with 94% of all smart speaker usage consuming live radio.
Meanwhile, the latest Rajar report for the second quarter of 2019 revealed that KISSTORY is now the most popular digital-only radio station, with 2.3 million weekly listeners. Bauer now boasts the largest digital audio audiences in UK commercial radio.
In response to the news, a spokesperson for Global said: “DAX is the UK’s largest transparent digital audio advertising platform and is the first digital audio platform to hold JICWEBS certification for its brand safety standards and ad fraud processes.
“Today, DAX has 224 publisher brands in the UK, USA and Canada, including over 26 publishers in the UK alone, across radio, music streaming and podcast platforms.
“DAX continues to expand its premium publisher portfolio, with inventory on the platform having grown 44% year on year. This has been driven by partnerships with major media owners such as Sky and ITV in the podcast market, with Wireless in the radio market, and by substantial growth from both SoundCloud and Global’s own brands.”
This article was updated 13/08/19 to add Global’s response.
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