Bauer Media builds out Nordic presence with SoundCloud audio ad deal

Bauer Media Audio is turning up the volume in the Nordics after signing an agreement with AdsWizz to access SoundCloud advertising across Denmark, Finland, Norway and Sweden.

The partnership will see the European digital commercial broadcaster work with the music entertainment company to provide Nordic advertisers access to its growing listener base in the region.

The detail of the deal sees advertisers gain the ability to target SoundCloud’s assets through Bauer Audio’s local advertising network Bauer Audiostream. This enables advertisers to reach the ears of young and engaged SoundCloud listeners by targeting specific geographies, device types, genres, languages, weather, demographics and behaviors.

Jan Kumlin, director of digital advertising technology at Bauer Media Audio, said: “We are excited to extend our partnership with AdsWizz with today’s announcement. SoundCloud inventory will significantly increase reach and targeting capabilities of our Bauer Audiostream network in the Nordics.”

Pierre Naggar, senior vice-president of global demand at AdsWizz, added: “Across the globe, audio has been experiencing rapid growth and as a result advertiser demand has significantly increased. Buyers are looking for ways to reach the highly engaged, growing audio audience with precise targeting and measurable results. This partnership allows advertisers to tap into SoundCloud’s premium content in a way that is accessible with advanced attribution methods.”

Bauer Media is emerging from a disorienting 2020, which has been likened to a digital ‘petri dish’ as audience habits abruptly shift amid rapidly changing circumstances.