Bauer Media Accelerates the Growth and Development of Its Retail Audio Advertising Network with Toneco

The cooperation agreement supports the goal of making Bauer Media’s Retail Audio network the largest advertising network in Finland.

The collaboration between Bauer Media and Toneco is a unique partnership between two leading audio experts, offering agile growth opportunities for retail media players through audio advertising.

Toneco’s experience and expertise play a key role in enabling the next phase of development for Bauer Media’s Retail Audio network. The official launch of the partnership has been preceded by joint technology development, allowing Bauer Media’s Retail Audio advertising to be smoothly integrated into Toneco’s existing audio partnership network. Going forward, Toneco will serve as Bauer Media’s presentation technology provider in building an entirely new audio network and will offer the framework for Bauer Media’s Retail Audio service in selected locations within its own network.

The first concrete signs of the collaboration will be heard across Tokmanni’s and Gigantti’s nationwide store networks starting on 16 June 2025.

As a pioneer in the audio business, Bauer Media is the first media company in Finland and Europe to develop and pilot a new distribution channel for audio advertising—the Retail Audio network—which currently reaches 2.6 million Finns every week. Toneco operates extensively in the retail media sector and already enhances the customer and staff experience of more than 2,000 retail and restaurant operators through its audio solutions.

“Developing new marketing opportunities with top-tier partners aligns with our strategy, values, and goals. We want to strengthen our role as a pioneer in the audio business, but also as a company that curiously and purposefully advances innovation together with other businesses,” says Bauer Media CEO Sami Tenkanen.

Toneco’s core mission is to enhance customer comfort and experience through multiple senses—sound, visuals, and scent. Toneco aims to create spaces where customers enjoy themselves, return again, and feel at ease. Toneco exists to help companies infuse their spaces with a unique atmosphere that strengthens the brand and creates memorable customer experiences. With over 30 years of industry experience, the company brings insights from different eras and provides deep customer understanding and expert service.

“Through background music and advertising in the retail sector, we are present in the lives of millions of people every week. For the past couple of years, we’ve seen growing demand from our clients to commercialize their in-store audio media as well, enabling them to generate additional revenue from their premises. It’s a pleasure to join forces with a partner equally committed and ambitious—this concept will be excellent,” says Paavo Mölsä, CEO of the Toneco Group, describing the collaboration.

Exhibitor Data Sheet