Bauer Media Audio UK has launched Rayo, a new audio platform on which advertisers will be able to target a diverse range of audiences with significant options for personalisation.

The new product has been designed to give Bauer users a one-stop-shop to over 50 radio stations, as well as hundreds of playlists and on-demand content.

Available as an app or on the web, Rayo will be home to national mass-audience stations such as Absolute Radio, Magic, Greatest Hits Radio and KISS, offering personalised recommendations to individual users according to their listening habits.

“Radio is flourishing more than ever before, and audiences can listen wherever and whenever they want thanks to the rise of connected devices such as smart speakers, mobile apps and web devices,” Bauer Media Audio UK CEO, Simon Myciunka said.

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“These platforms offer a much deeper level of personalisation, which is attractive to listeners and advertisers alike. We’ve spent a great amount of time developing Rayo to meet both needs, and we’re really excited to take our audiences into the audioverse with the amazing human connection that radio offers.”

The brand’s former ecommerce solution ‘Planet Offers’ will however be retained, continuing to offer advertisers an integrated on-air and digital advertising platform.

Bauer Media Advertising managing director, Simon Kilby added: “Bauer is already ahead of the market with connected listening, and the on-air launch of Rayo marks a real step change as we further increase our focus in this area.

“With the ability to unlock increased targeting and personalisation, the scale and richness of what we can offer commercial partners through our digital audio advertising offering will be considerable.”