Bauer Media expands targeted in-stream audio ads beyond Absolute Radio

Bauer Media is expanding its targeted in-stream audio ads to its Kiss, Kerrang!, Planet Rock and Heat Radio stations.

The move means brands will be able to target people listening to the stations via the internet by their gender, location and age. Listeners provide their details when they log into the stations in return for a more personalised service.

Absolute Radio first trialled the service when it was an independent station in 2011. Bauer Media bought the station in July 2013 and its advertising is now sold alongside the rest of the Bauer stations.

Fifty per cent of Absolute Radio’s online listeners now log into an account and brands including Jaguar, Random House and Vue have all used the platform, which is called InStream+, as part of advertising campaigns.

Abby Carvosso, the group managing director of Bauer Advertising, said: "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."

InStream+ will be offered on Kiss, Kisstory, Kiss Fresh, Kerrang!, Planet Rock, Heat Radio, Absolute Radio, Absolute Radio 70s, Absolute 80s, Absolute Radio 90s, Absolute 00s and Absolute Classic Rock.

Bauer Media will continue to sell audio ads served to non-logged-in users through the cross-industry Dax platform.