Bauer Media UK has signed new partnerships to scale its digital audio advertising platform, audioXi, extending reach to more than 10 million podcast listeners each month.
The deals with AdsWizz Inc. and the Sport Social Podcast Network strengthen Bauer’s growing position in podcast advertising, expanding audioXi’s representation to almost 4,000 podcasts across all major genres and offering advertisers increased scale and data driven targeting.
Under the agreement with AdsWizz, audioXi becomes the exclusive sales representative in the UK for advertising across the SiriusXM Podcast Network, with the arrangement also covering Ireland, Sweden, Denmark, Norway and Finland.
audioXi will use AdsWizz’s audio advertising technology and targeting capabilities to sell inventory from the SiriusXM Podcast Network, the largest podcast network in the United States.
The separate partnership with Sport Social, which we previously reported earlier in January, adds extensive sports coverage to audioXi’s portfolio, giving advertisers access to engaged fans across football, Formula One, cricket, rugby and golf through podcasts.
Bauer says that together, the agreements increase the depth of audioXi’s offering and take its total podcast network to more than 12 million UK monthly downloads, allowing advertisers to build more targeted and addressable campaigns using a wider pool of consumer data.
The new partnerships sit alongside Bauer Media’s own Rayo Original podcasts as well as its wider portfolio of radio and publishing brands.
Charlie Brookes, Director of Digital, Bauer Media Audio UK, said: “These partnerships mark an exciting step forward for audioXi.
“We are deliberate in choosing partners that reflect our commitment to high-quality, brand-safe content and both the SiriusXM Podcast Network and the Sport Social Podcast Network deliver exactly that.”
Paul Brown, VP, European Business and Operations, AdsWizz, added: “We’re excited to expand our relationship with audioXi, giving advertisers across the UK access to the SiriusXM Podcast Network.”
Sophie Hind, Managing Director of Sport Social, said: “Market demand for sport content and access to fans continues to grow, particularly around major sporting events like the World Cup this summer.
“For brands looking to reach audiences at scale, it makes perfect sense for us to partner with audioXi’s extensive cross-platform audio marketplace. We’ve been impressed with their team and see real alignment in our approaches.”
