Digital Audio Bauer Media Media

Bauer Media’s drops DAX to run its digital audio ads exclusively on Bauer InStream


By John McCarthy, Opinion editor

August 13, 2019 | 3 min read

Bauer Media, the European audio and magazine business, has relaunched its Instream audio advertising solution to make it the only place brands can access its audio audiences. Previously, the digital audio inventory was biddable on rival Global's DAX, but Bauer will now be running the buys through its own system.


Bauer Media’s drops DAX to run its digital audio ads exclusively on Bauer InStream

With Bauer now boasting the UK's largest digital audio audiences in commercial radio, it is bolstering its digital audio advertising offering to attract brands to its quality, brand-safe ecosystem. Absolute Radio, KISS augmented, Magic Radio, Scala Radio and audio products from publishing brands such as Empire and Grazia are accessible. These properties made up around 15% of DAX's available monthly inventory.

There are two ways to buy the digital audio advertising in two ways; by brand through Bauer Adventure [either creative or branded-content campaigns] or across its properties by audience using Bauer Audience Hunter. Digital audio products including connected live radio, on-demand catch-up shows and 74 podcasts are all on the slate.

This comes as consumer listening habits are rapidly changing. 36.3m of the UK listen to digital audio weekly. Bauer Media UK reaches over 25m UK consumers.

Abby Carvosso, group managing director Bauer Media Advertising, said: “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. 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 advertising platform to provide complete transparency around ad placement in a high-quality brand-safe context.”

The brand has been launched several national radio brands in the last year, all setting down flags in genre music it believes it can grow substantial audiences with. Jazz, classic and country ventures are among its latest launches.

A Global spokesperson later said DAX now has 224 publisher brands in the UK, USA and Canada. In the UK, there are 26 publishers 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.”

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