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

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in