United Kingdom’s  leading commercial radio operators Bauer Media and News UK’s Wireless in a joint venture announced the launching of Octave Audio, a new digital audio company for the UK advertising market.  

Octave Audio will give advertisers the opportunity to target digital audio listeners at exceptional scale powered by News UK & Bauer Media’s 1st party data.  In one place, advertisers will be able to reach the audiences of leading and loved brands via connected live radio including talkSPORT, KISS, Absolute Radio, Virgin Radio, Magic Radio, Hits and Greatest Hits Radio. It will also offer access to on-demand catch-up shows including Simon Mayo’s Scala radio show.

Dee Ford, Group Managing Director Bauer Radio, comments: “Bauer Media has innovated in digital audio product and advertising for over a decade and continues to do so with this partnership. Octave Audio will combine the expertise of two major forces in audio bringing together the best of broadcast advertising and the advantages of digital targeting. This is what will make it stand out in the market.”

Dominic Carter, Group Chief Commercial Officer at News UK, comments: “This partnership brings the strengths of Wireless and Bauer Media to a new level. It is a natural progression to bring our brands together into a space where advertisers can buy digital audio advertising in a transparent and brand safe environment. Our aim is to continuously ensure the ecosystem for advertisers is premium and audience driven, and we believe this new offering does just that.” 

Launching in Spring 2020, the new venture will see Bauer Media’s and News UK’s News IQ audience insights identify engaged and quality listeners based on behaviour, emotion, opinion and habits for precise targeting across the partners’ digital audio products. 

Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately-owned media businesses with media assets all over the globe.

News UK is owned by News Corp, a global, diversified media and information services company focused on creating and distributing authoritative and engaging content. The company  is one of the leading media businesses in the UK and Ireland and the brands  include The Times, The Sunday Times, The Sun and The Sun on Sunday.

Wireless,  comprises the national radio stations talkSPORT, talkRADIO and Virgin Radio - home to the Chris Evans Breakfast Show with Sky - as well as market-leading local stations across Ireland. It will launch a major new national digital station - Times Radio - later this year.