Octave IP is set to become the exclusive UK sales representative for advertising on SiriusXM’s stable of podcasts, following an agreement with digital audio adtech company AdsWizz.
Octave, which a joint audio advertising company set up by publishers Bauer Media and News UK, builds digital audio campaigns through the use of first-party shared data from both networks’ line of media titles, podcasts, and applications. With this partnership, Octave is now the exclusive sales representative for more than 500 shows within the SiriusXM podcast network in the UK, including Pod Save the UK, Crime Junkie, Oprah’s Super Soul Sunday, I Weigh with Jameela Jamil, Conan O’Brien Needs A Friend, and more.
“We’re thrilled to work with Octave to offer advertisers in the UK access to our premium podcast lineup,” said AdsWizz marketplace partnerships associate director Alex Ryan. “Between the depth of content in the SiriusXM Podcast Network, AdsWizz’s innovative technology, and Octave’s strong reach in the market, buyers can now reach a highly engaged audience of podcast listeners in the UK.”
AdsWizz, which is owned by parent company SiriusXM, already has an existing partnership with Octave which allows the company to leverage AdsWizz’s audio ad tech and targeting capabilities across its UK audio network.
Octave also tested AdsWizz’s Dynamic Creative Optimisation (DCO) tool on motor insurance comparison website Mustard to understand if dynamically targeted ads were able to resonate with Mustard's targeted audience more than generic ads. The campaign led to much higher awareness of the brand with targeted customers, higher relevance, and intent.
“This deal gives us the ability to offer our clients high quality UK podcast audiences at scale with the same level of effective targeting, brand safety and trust that they have come to expect from our radio heritage,” said Octave head of business development Nadia Holmes. “AdsWizz and SiriusXM represent some of the world’s largest podcasts with a massive UK audience and with this collaboration we can exclusively offer brands a range of rich integrations from spot ads through to host reads.”
“With our existing podcast audiences, we can now offer brands more than 150 million impressions every month. Podcast advertising offers brands the ability to reach consumers at their most engaged and in a trusted environment, making it an obvious addition to our audio portfolio.”