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!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in