Bauer Media to launch new on-demand audio platform Rayo across Europe

Advertisers will benefit from podcast sponsorship opportunities, content partnerships, and digital audio campaigns

Bauer Media Group is set to launch a new on-demand audio platform, Rayo, across Europe, the company has announced. 

The new brand, which will launch as an app and web platform, will be an all-in-one destination for listening to Bauer’s portfolio of audio content. The company has not detailed which specific content will be offered through the platform, but a spokesperson confirmed to PodPod that podcasts will be featured. Bauer’s stable includes broadcast channels such as Absolute Radio and RMF, as well as original podcasts such as entertainment news podcast The Heat 7 under Heat magazine and the British Podcast Award-winning Empire Film Podcast

“Rayo is a step-change for Bauer Media Audio, allowing us to super-charge innovation, and to compete in an increasingly global landscape,” said Bauer Media Group president of audio Richard Dawkins. “Through the power of audio and with human spirit and soul running right through it, Rayo will provide the entertainment, essential information and human connection that people need to make their day brighter.”

“Listeners will experience fresh and engaging content with new and familiar voices each time they say hello to Rayo.” 

Rayo will also use technology to create a personalised listening experience catered to each relevant market and connecting listeners to a range of audio content that “matches every mood and moment”, according to the press release. The brand will later become available in “a host of online spaces,” although it is unclear for the moment which platforms this is referring to. 

Advertisers and commercial partners will also benefit from the new audio brand, with opportunities available to create bespoke sponsorships, content partnerships and targeted campaigns through Bauer’s digital audio advertising platforms including Octave Audio, audioXi and Audiostream. 

The announcement is part of Bauer’s continued expansion and investment into the audio industry. Bauer previously appointed Heat magazine editor-in-chief Lucie Cave as chief creative officer of podcasts and commercial content to lead podcast content development for the organisation. 

Bauer Media’s group business director Jenna Voyce also revealed that digital audio (including DAB and podcasts) now make up 75% of Bauer’s listening during a panel discussion at Campaign & PodPod Radio & Audio Advertising Summit which was held in January this year.

The Heat 7 is produced by Daft Doris Productions under co-founder Jamie East and follows the structure of his successful daily news podcast, The Smart 7. Both East and The Smart 7 producer Liam Thompson as well as The Empire Film co-hosts appeared on previous episodes of the PodPod podcast talking about their experiences in the industry.