By 
Bauer Media is expanding access to its UK digital audio advertising inventory through a new partnership with Amazon Ads, allowing advertisers to incorporate Bauer’s audiences into campaigns managed through Amazon’s advertising platform.
The agreement covers Bauer Media’s major audio brands, including Absolute Radio, KISS, Magic, Hits Radio and Greatest Hits Radio. Together, its audio portfolio reaches around 23.5 million listeners every week in the UK across its different formats.
The integration builds on audioXi, Bauer Media’s digital audio advertising platform. Advertisers will now be able to plan and activate campaigns reaching Bauer audiences across apps, online environments and smart speakers, including Alexa.
Access to the inventory will be provided programmatically through Amazon Ads Agent, bringing Bauer’s premium audio audiences alongside Amazon’s broader advertising capabilities.
For Bauer Media, the partnership is designed to make digital audio easier to integrate into wider media strategies. Charlie Brookes, Director of Digital at Bauer Media, highlighted the opportunity to combine the scale and established brands of Bauer’s portfolio with Amazon Ads’ technology.
The addition also means advertisers can now plan campaigns across the UK’s three largest commercial broadcasters through Amazon Ads Agent from a single platform. The system brings sponsored ads together with display, video and audio advertising while incorporating AI-powered campaign optimisation.
Amazon Ads and Bauer Media also plan to conduct new research examining the incremental contribution of audio advertising to broader campaigns and its impact on brand objectives.
Comments