Bauer launches more personalised radio advertising

By James Cridland for media.info
Posted 21 April 2016, 8.24am edt

Bauer Media, the UK's second-largest commercial radio company, has announced that they are extending the personalised advertising pioneered by Absolute Radio to more of their radio brands.

Listeners to the KISS brand network - KISS, KISSTORY and KISS Fresh - will now be served more relevant and engaging radio commercials when listening on a mobile phone or tablet. KISS is one of the top ten radio brands in the UK, with a weekly audience of 5.3 million. The Absolute Radio Network achieves 4.4m weekly listeners.

The service, tagged "InStream+", will also be available to listeners of Kerrang!, heat radio and Planet Rock.

The consumer proposition, as promoted by Absolute Radio - who've been running this service since June 2011 - is communicated as fewer ads and more music. When a registered listener is listening to the radio station online while signed-in, they get advertising targeted to their gender, age, and geographic area; or additional songs. Listeners can be signed-in using the radio station's apps, or via Radioplayer.

The service uses ad replacement technology from AdsWizz.

Of note, the press release, below, also highlights that 50% of Absolute Radio's online listeners consume their radio stations while signed-in.

Bauer will continue to use DAX, the digital audio exchange operated by rival company Global, for advertising to listeners who don't (or can't) sign in.

Five months ago, Global launched My Capital Xtra, a radio app which allows listeners to skip songs while listening to Capital Xtra, and also be served personalised advertising. The new services from Bauer do not allow this level of control of the radio station output.

Bauer did not respond to our query about why the service is now branded "InStream+" rather than simply inStream, but it's probably a really boring answer.

Press release

Bauer Media Launches Targeted Audio Advertising InStream+ Technology Across Radio Portfolio

Bauer Media is extending its innovative audio advertising InStream+ technology across more of its radio brands. The unique ‘logged in and listening’ audio advertising platform will now also be available on the KISS brand network (KISS, KISSTORY and KISS Fresh), Kerrang!, heat radio and Planet Rock following a successful trial on Absolute Radio and its decade stations.

InStream+ offers commercial partners a premium digital audio advertising solution, enabling them to digitally market to listeners with targeted and compelling content that overcomes the growing use of ad-blockers.

The InStream+ advertising model uses first party data to offer advanced targeting of consumers listening via any connected online device. Consumers ‘log in and listen’ to enjoy the one-to-many ‘shared experience’ feeling of radio combined with a premium one-to-one targeted storytelling opportunity for brands.

The trial on the Absolute Radio network has led to over 50% of its connected consumers logging in and listening. Listeners give info such as name, gender, location and age in return for personalised premium content which delivers a more engaging and relevant audio experience.

Recent InStream+ campaigns have enabled clients to deliver targeted audio that has driven their business KPIs and led to repeat bookings. Random House launched Russell Brand’s Revolution book through Instream+ which enabled a truly native campaign with excerpts of an interview with Absolute Radio’s Geoff Lloyd served exclusively to logged in listeners. Jaguar UK used the platform’s geo-targeting to target specific demographics to book test drives at local dealerships. Vue Cinemas have used the InStream+ technology to drive cinema sales of the James Bond film Spectre by targeting the most relevant consumers with exclusive targeted offers.

Commenting on the capabilities of the InStream+ technology James Brittain, Communications Planner at EMO Unlimited, the agency behind the Jaguar UK campaign said “The technology has impressive geo-targeting capabilities; the Jaguar UK campaign really drove footfall and critically results. The campaign surpassed all expectations and we are in the process of booking again”.

Abby Carvosso, Group Managing Director of Bauer Advertising, “Our unique InStream+ advertising platform is powered by first party data, our award-winning, trusted and influential brands combined with the instinct of our celebrated content creators to devise campaigns. Commercial partners will benefit from this new targeted way to reach premium audiences in a truly compelling advertising and user experience.”

Sam Jones, Managing Director, Digital, Bauer Media comments, “Instream+ represents our continued commitment, investment and innovation in digital audio and is another important step in Bauer Media’s unlocking new levels of digital performance.”

There is huge growth in consumer online audio consumption with 35 million Smartphone users in the UK, which equates to 85% of 18-24 years olds. 41% of online audio consumption is on a smartphone - amongst hard-to-reach 15-24s that rises to 56%.

Bauer Media will continue to sell its anonymous, un-logged in connected audio listening via the digital audio exchange (DAX).

Source: UK Mobile Consumer Survey 2014, Deloitte – Media Consumer 2015, Internal Server Logs Oct 2015.

About Bauer Media UK:

Bauer Media UK reaches over 22 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic and Absolute Radio. It creates and curates entertaining media content that audiences love whenever, wherever and however they want through a multi-channel strategy and a focus on product excellence and audience insight. The result is an exciting array of influential brands, content and talent which provide compelling and engaging advertising opportunities with valuable audiences for UK commercial partners. 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.

Bauer Radio is a leader in the digital radio space with nine out of the top ten digital radio stations Bauer owned and the group recently launched the second national DAB multiplex alongside consortium partners Arqiva and Wireless Group.

About Bauer Media Group:

Over 400 digital products and more than 100 radio and TV stations reach millions of people across the globe. The corporate portfolio extends to include print shops, postal, distribution and marketing services. The Bauer Media Group’s global positioning underscores its passion for people and brands. The message “We think popular.” illustrates the Bauer Media Group’s self-perception as an organisation with a range of popular media, creating inspiration and motivation for its global workforce of some 11,000 employees in 20 countries.