News UK’s Octave launches direct sales of audio ads on YouTube

Octave, News UK’s audio-visual advertising platform, has launched direct sales of audio advertising on YouTube, giving advertisers access to audio inventory around News UK content, including talkSPORT and Virgin Radio.

Previously, Octave sold only video advertising against News UK’s YouTube channels. From today, it will now also sell audio advertising against content including podcasts and livestreams, extending its commercial proposition on the platform.

The move gives advertisers another way to reach audiences consuming News UK content on YouTube, particularly at times when users may be listening rather than actively watching their screens.

News UK says YouTube generated a record 137.7m views in June alone across its brands, including 81m views of talkSPORT’s World Cup content.

Octave sells ad inventory around News UK content on YouTube while offering clients an integrated advertising proposition across owned and partner channels.

The launch also gives News UK another way to monetise the audience it has built on YouTube, as the publisher increasingly distributes audio content across platforms beyond traditional radio and podcast environments.

Russell Pedrick, managing director of Octave, said: “By bringing audio advertising to a predominantly video-based platform, we can reach people with different need states through the power of audio at times where they may want a screen-less environment.”

He added that adding YouTube’s audio impressions helps drive “incremental value, reach and performance” for clients, giving advertisers another way to connect with audiences consuming News UK content on the platform.