Bauer Media forms partnership with digital out of home media owner

KISS, Hallam FM and Radio Aire are among the first to utilise the companies’ outdoor digital ad screens and real-time updates to target consumers with unique, engaging, personalised content streams.

Ali Wilkinson, head of content and partnerships at Bauer Radio said: “The collaboration with Kong Outdoor and Flux provides huge potential for audience development. They have a considerable network of influential locations across key territories for Bauer. We’re particularly excited by the scope to include the tech as part of future commercial partnerships, working with advertisers to deliver curated content for outdoor sites.”  

Mark Catterall, sales and marketing director at Kong Outdoor said: “We’re working closely with Bauer Media to develop some innovative and unique content for our city centre digital screens across the UK. Essentially we’re aiming to make our sites destinations for fun and engaging content.  We’re looking at everything from entertainment and showbiz news, to the latest traffic and travel updates. It’s a really exciting development in our approach and we’re confident that our audiences and advertisers will see real value in combining great content with ads.”

Liam Rushforth director of Flux says “Our technology allows advertisers to be reactive, disruptive and creative with digital out-of-home. Brands need no longer rely on carpet coverage; they simply advertise when it makes sense.”

The campaigns are leveraged by the strategy embedded in the business’s digital arm Bauer Xcel Media, which launched in the UK last year. They continue to drive a new level of digital performance alongside the brands successful print and broadcast businesses. Bauer Xcel Media focusses solely on digital development and growth with Bauer’s ambition to take advantage of local opportunities and scale them globally, leverage learnings, best practice and build original and innovative data-driven products centred on audience needs.

Source: Bauer Media

Bauer Media is a member of FIPP.