Bauer have announced that all of their 69 radio stations will have their own skill on devices using Amazon’s Alexa service by the end of March.
The skill will include additional functionality so users can ask not only to play a station, but to ask who’s on-air and which songs are playing.
Bauer says it will allow Advertisers to target Alexa users specifically in addition to the opportunity to run dynamic audio ads for brands on Alexa as part of the Instream offering.
In addition, Bauer also plans to make more on-demand content available on Alexa, such as podcasts so users can enjoy the same functionality found on its apps. Listeners will be also be able to access on-demand channels like KISS Jams and KISS Grime.
Nadia Holmes, Head of Digital Audio at Bauer Media, said: “The Bauer radio skills for Alexa enhance the listener experience users expect in an increasingly connected home environment, and we anticipate further take-up of voice-activated devices with research from the Radiocentre showing that 77% of Amazon Echo users use their devices to listen to radio. This innovation creates further exciting advertising opportunities around digital audio”.