Bauer brands become available through Amazon Ads

Advertisers can now buy digital audio inventory from Bauer Media radio brands through Amazon Ads.

The partnership covers Absolute Radio, KISS, Magic, Hits Radio and Greatest Hits Radio, with campaigns able to reach listeners using apps, online services and smart speakers including Alexa.

The integration uses Bauer Media’s audioXi platform alongside Amazon Ads Agent, allowing advertisers to include Bauer’s digital audio inventory when planning campaigns across Amazon Ads.

Amazon Ads Agent combines sponsored advertising with display, video and audio, with advertisers able to build campaigns manually, use Amazon’s AI optimisation tools or combine the two approaches.

Charlie Brookes, Director of Digital at Bauer Media, said: “Through audioXi, we’re making our audio inventory more accessible, and by combining our scale and trusted brands with Amazon Ads’ technology, we’re helping advertisers bring audio seamlessly into their campaigns.”

Bauer Media and Amazon Ads are also working on research examining the additional contribution audio advertising can make towards wider brand objectives.

Phil Christer, Managing Director of Amazon Ads UK, said: “Bauer Media strengthens our audio offering for advertisers, and we’re excited to be working with them on new research to demonstrate just how additive audio can be to achieving brand objectives.”

The partnership means advertisers using Amazon Ads Agent can now plan and activate campaigns across Bauer Media’s major UK commercial radio brands from within the platform.