Advertisers can now target UK podcast and radio listeners across News UK’s digital audio brands using Amazon DSP, following a new integration with Octave.
This move brings talkSPORT, Virgin Radio UK, Times Radio, Talk, and a range of podcast titles into Amazon’s programmatic advertising platform, making them available to brands seeking to reach connected audiences at scale.
The integration adds Octave, News UK’s audio-visual advertising platform, to Amazon DSP’s audio supply, giving advertisers access to more than 15.5 million connected listeners in the UK each month.
Brands using Amazon DSP will be able to reach listeners of talkSPORT’s sports coverage and a variety of content from The Times & The Sunday Times’ podcast portfolio, including shows such as ‘The Story’ and ‘Off Air with Jane and Fi’.
Advertisers will also be able to use insights from Amazon’s first-party shopping, browsing, and streaming data, as well as audience signals from Octave, to refine their campaigns and reach relevant audiences more effectively.
Measurement tools, including third-party options, are available to help brands understand the performance of their audio campaigns as part of a wider marketing strategy.
Phil Christer, Managing Director, UK, Amazon Ads, said: “Audio is where UK audiences are spending more and more of their time, and this integration brings some of the country’s most engaging premium audio brands to Amazon DSP.”
Russell Pedrick, Managing Director, Octave, commented: “This collaboration enables Amazon DSP’s advertisers to reach News UK’s 15.5 million connected monthly listeners as well as access to insights from our rich, first-party data and Amazon’s shopping and streaming signals.”
