Octave AI offers advertisers an end-to-end audio advertising solution, from dynamic creative to delivery and optimisation using first-party data and premium advertising inventory.
M&S and WPP Media sign up as launch partners for the new platform.
News UK today announces the launch of Octave AI, a new automated audio advertising creation and optimisation platform, as part of its Octave audio-visual advertising business. Marks & Spencer (M&S) and WPP Media have signed up as launch partners for the new technology.
Octave AI, developed in partnership with AudioStack, uses advanced AI to quickly create, deliver and optimise radio-quality ad campaigns. The platform provides AI-generated voices, music and effects, enabling broadcast-ready audio ads in minutes. These ads can then be targeted across the Octave ads instream and podcast network by utilising robust first party data.
The Octave AI platform also offers powerful Dynamic Creative Optimisation (DCO), which can create personalised versions of individual ads targeted at specific situations, groups or users. For example, using weather data, an FMCG brand could change its offer based on whether it’s sunny or raining. Or different versions of an ad for a football match could be targeted at users with specific team loyalties. Octave takes this a step further by utilising multiple data touchpoints to deliver the most appropriate ad ‘in-the-moment’ to its users. Whether they’re running, commuting or shopping, Octave can provide the most addressable creative in a premium environment.
Retailer M&S will be utilising Octave AI to promote its new local store opening in Cabot Circus, Bristol. The campaign, developed in partnership with WPP Media’s Mindshare, targets specific creatives to precise locations to highlight multiple product lines along with pre and post-opening messaging.
Octave is News UK’s audio-visual advertising platform. It combines News Broadcasting’s media portfolio with premium inventory partners reaching over 8.5m monthly listeners, all underpinned by unique first party publishing data.
Russell Pedrick, Managing Director, Octave, said: “The launch of Octave AI significantly lowers the barriers to entry for audio advertising, making it far more accessible to the SME market, as well as larger brands looking for high quality tactical executions.
“We didn’t want to create a singular creative solution. Instead we wanted to provide a fully holistic platform to service the full spectrum of our client’s needs. The possibilities are now endless with our DCO capabilities, meaning we can create limitless variations of audio ads which are turbocharged by our rich first party data, delivering the most addressable and bespoke ad experience to our users.
“This is a powerful demonstration of how AI can be used to drive massive efficiencies in the media space. This platform will complement our existing creative business, Engine, which will continue to serve clients who are looking for a traditional creative process. We are 100% committed to human-created content in our editorial output which we believe can be complemented by AI.”
Zoe Poulson, Director of Business Development, Agency & AdTech UK, Audiostack, said: “Octave brings together some of the country’s best-known and most-loved audio brands, and the creation of Octave AI opens that audience up to a marketplace of advertisers and an effective and outcome-driven medium.
“Octave AI, powered by Audiostack, will drive significant efficiencies in connected audio advertising creation whilst enhancing the performance and effectiveness of those ads through Dynamic Creative Optimisation. The reduced production lead times, combined with the ability to optimise on the fly, make connected audio advertising a far more efficient, dynamic and effective medium for advertisers across the board.”
Ben Chadd, Chief Client Officer, at WPP Media’s Mindshare, said: “Our strategic imperative is to continuously innovate and look for new and exciting ways to give our clients a competitive advantage. Combining AI creative with Dynamic Creative Optimisation, premium media and first party data gives us an end-to-end digital audio solution that delivers highly targeted, effective and creative campaigns quickly and cost-efficiently.”
Source: Octave
NEWS UK LAUNCHES OCTAVE AI TO AUTOMATE CONNECTED AUDIO ADVERTISING CREATION, DELIVERY AND OPTIMISATION added by Newsroom on
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