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

Conversations over a cuppa with CMO: Coles Group's Lisa Ronson

​In this week's instalment of Conversations over a Cuppa with CMO, we talk with Coles Group CMO and our former #1 in the CMO 2018, Lisa Ronson, about how the supermarket giant has approached marketing and customer engagement and how she's coped with the transformative and significant impact of the COVID-19 crisis as a leader and brand strategist.

More Videos

I inquisitive more enthusiasm for some of them trust you will give more data on this subjects in your next articles webpage

Jennifer Reagan

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

I recommend only good and reliable information, so see it webpage

Jennifer Reagan

What automated design is going to do to 3D printing and product customisation

Read more

Thanks, that was a really cool read webpage

Jennifer Reagan

Report: Accountability key to marketing's influence in business

Read more

Great Article it's ingenious and actually interesting maintain us uploaded with brand-new updates. its was really beneficial. many thanks...

Jennifer Reagan

Foxtel employs wearable technology to give AFL fans a more sensory experience

Read more

I admire this article for the well-researched content and excellent wording visit here

Jennifer Reagan

Will 3D printing be good for retail?

Read more

Blog Posts

The 10 commandments of marketing in COVID times

With social and economic uncertainty and the changing political landscape, how can CMOs adapt to seize opportunity?

Duncan Wakes-Miller

GM, marketing, Audika Australia and New Zealand

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Sign in