Bauer’s AudioXi Brings Audio and Display Advertising Together in One Streamlined UK Platform
Bauer Media has officially launched AudioXi in the UK, making its most decisive play yet in the rapidly evolving digital audio ad space. The move puts Bauer shoulder to shoulder with rivals like Global’s Dax and Spotify’s Sax—but with a distinct data advantage and a pitch to unify campaign planning across audio and display.
Already active in eight European markets, AudioXi’s UK debut isn’t just another product rollout. It signals a strategic shift in how Bauer plans to serve digital-first advertisers—with a single, automated platform that blends audio impressions with display retargeting, backed by audience insight that goes deeper than demographics.
“The UK is home turf,” says Charlie Brookes, Director of Digital at Bauer Media Audio UK. “This launch is about more than scale—it’s about transforming how audio is understood and measured by digital buyers.”
Closing the Loop: Audio That Converts
Previously, advertisers looking to combine audio with display inventory across Bauer’s portfolio had to work across silos. Now, AudioXi unifies those paths. Using the company’s display ad platform Illuminate, buyers can retarget users who heard an audio ad with relevant display ads—something Brookes describes as creating a “measurement bridge” between formats.
The outcome? Richer attribution data and a seamless consumer journey—key ingredients for performance marketers who’ve historically treated audio as brand-building but not conversion-driving.
Bauer’s operational upgrade is backed by a 30-person team and powered by Rayo, its cross-platform distribution system that spans 50+ audio and publishing brands. That scale is more than cosmetic; it underpins the data engine behind Bauer’s new ad play.
Data Depth as the Differentiator
According to Brookes, what really sets AudioXi apart isn’t just integration or automation—it’s data intent. Bauer’s strength lies in using first-party data not only to identify interest segments but to pinpoint buying intent.
Take automotive, for example. “We can tell who’s reading car content,” Brookes explains, “but more importantly, who’s actively in-market for a car. That’s high-value targeting.”
That kind of signal-level insight is where Bauer hopes to win over performance-focused advertisers—especially those used to the granularity of Google or Meta campaigns.
Solving for Audio Creative
One obstacle Bauer identified early was the creative barrier: many digital-first brands lacked ready-made audio assets. AudioXi now offers automated tools to help advertisers create ad variants tailored to different segments, removing what Brookes calls “a real barrier” for entry.
“It used to be: no audio asset, no campaign. Now we can show how quick and easy it is to build one. That changes the equation,” he says.
Scalability Over Cleverness
While granular audience segmentation is key, Brookes is clear-eyed about the tradeoff between clever targeting and reach.
“You can have the smartest segment in the world,” he says, “but if it’s too small, it’s useless. We’re focused on building niche-but-scalable audiences that deliver real commercial value.”
That balance—between precision and scale—will be critical as Bauer looks to drive adoption from brands not currently investing in audio. If AudioXi can prove its worth with measurable uplift, Brookes believes untapped budgets will follow.
The Bigger Picture: Rayo and Beyond
Longer term, the synergy between AudioXi and Rayo—Bauer’s own publishing and distribution platform—will drive expansion. With tech, data, and content all under one roof, the company is betting on full-stack control to optimize both user experience and advertiser outcomes.
“AudioXi has been great for showing that the audio touchpoint helps drive conversion down the line,” Brookes concludes. “It’s about proving that audio isn’t just top-funnel noise—it’s part of the journey.”
And for brands who’ve never touched audio before, that could be the pitch that finally makes them listen.
