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Bauer Offers Targeting Based on Current Activity

October 16 2025

Bauer Media has enhanced its AudioXi ad targeting service with the addition of 'Moment', allowing advertisers to target listeners based on their current mood and activity. The tool combines user data from mobile gaming, meditation and brain training apps, with Bauer's first party data.

Bauer logoAudioXi draws on first-party data from Bauer's portfolio of 50 audio and publishing brands, including radio stations Absolute and Kiss, and publications Grazia and Empire. The solution was launched in the UK in the Spring, having previously rolled out in Ireland, Poland, Portugal, Slovakia and the Nordic countries.

As reported on news site www.themedialeader.com , Bauer believes the new AudioXi Moment can deliver ads that are contextually relevant for the user's activity, improving engagement and response - for example a mindfulness ad broadcast during a meditation session on an app. Nadia Holmes, Head of Business Development for AudioXi, says the ads reach consumers in 'highly engaged, mindset based environments, perfect for advertisers looking to connect through context and mood in the moment.' She adds: 'Audio reaches people in moments where other media can't.' Response should be further improved by technology such as smart speakers and in-car voice systems.

Bauer Media is online at www.bauermedia.co.uk . Former Ipsos man Paul Eldon joined the Audio division of the 150-year-old family-owned business in July, as Director of Measurement.

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