Nova offers up addressable media buying using Signal technology

Vendor says people-based marketing solution levels the playing field for publishers against Facebook Custom Audiences

Nova Entertainment will begin offering its advertisers addressable audience targeting after striking a partnership with people-based marketing vendor, Signal.

Nova Unite is an addressable media solution that will provide access to 150 pre-determined audience segments based on demographic, lifestyle and purchase-based data. The company said it will provide clients and partners with the ability to utilise the radio network’s first-party data, along with audiences qualified through the Signal people-based marketing platform, in order to better target media buying.

Nova group sales director, Peter Charlton, said Nova Unite will allow the group to address customers holistically across any device and marketing channel. The offering will be available from January 2017.

“We can now deliver media campaigns giving our clients the ability to target real people, providing them with insight into who they are targeting,” he said. “This new partnership enables digital advertisers and media buyers access to rich, known shopper audiences that are exclusively available through AmplifyIQ, a solution from Signal.”

AmplifyIQ, the newly rebranded people-based marketing platform from Signal, provides access to 7 million active customers and 100 million weekly shopper transactions with coverage across approximately 65 per cent of Australian households. The audience data offered up, comes from a combination of existing and new relationships such as Coles customer loyalty program.

The people-based marketing offering was originally unveiled in March and is based on an agnostic technology platform that uses persistent IDs based on a variety of data sources, to target individuals digitally. It’s an extension of Signal’s enterprise data management layer offering for execution of data collection, system identity, data on-boarding and media activation.

According to Signal senior vice-president and managing director of people-based marketing, Michael Twomey, there has been significant momentum in the market since from publishers, media planners and advertisers wanting to buy addressable media.

He pointed to recent research undertaken by Signal, which found 92 per cent of media buyers are starting to increase their spend on people-based buys, and that 86 per cent of Australian advertisers comparing traditional advertising to people-based adverting found the latter to be more effective.

“We’re seeing publishers wanting to allow their advertisers to purchase addressable audiences, just like Facebook,” Twomey told CMO. “Similarly, media planners want to buy addressable audiences beyond the walled gardens such as Facebook.”

AmplifyIQ is an offering designed to give media planners and advertising the ability to access such audiences, he said. The deal with Nova is about making the network’s inventory addressable, but also allows advertisers to bring their own audiences to this inventory.

“Facebook Custom Audiences had such a stronghold in the market, and it was the only product where you could access known audiences or upload your own,” Twomey said. “Today, we’re levelling the playing field and allowing other publishers in the marketplace to have a competitive proposition, and for advertisers to speak to their audiences beyond the walls of Facebook.”

Twomey added Signal will announce a number of holding groups shortly that will also start bringing audience planning and audiences to their clients.

Signal recently received $30 million in Series E funding, which it is using to accelerate and expand its technology platform and organisation globally. This week, the group also announced it had expanded its Australian operations to support clients across Asia-Pacific.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in