NOVA Entertainment Launches Mobile-Only Pop Culture Platform For Millennials

NOVA Entertainment Launches Mobile-Only Pop Culture Platform For Millennials

NOVA Entertainment announced a significant digital investment with the launch of mobile only product GOAT.

GOAT.com.au is a pop culture, news and entertainment platform which is only accessible via mobile browsers and directly targeted at millennial consumers.

Designed exclusively for mobile consumption, with a frank and uniquely Australian tone of voice, GOAT delivers snackable content across written, video, image and audio formats.

It provides an informed and opinion-driven take on the day’s trending, entertainment and topical news.

NOVA Entertainment CEO Cathy O’Connor said: “NOVA Entertainment continues to evolve its digital content and platform offering and GOAT is our next example of that journey.

“It’s a fresh new mobile and video offering for millennials with its own personality and tone, which is quite distinct from our broadcast brands Nova and smooth.”

As part of the GOAT development process, further investment was made into a three-part insight study aimed at better understanding the evolving media behaviours of this audience.

These insights were key to creating an innovative destination which resonates with consumers, whilst providing a platform to help brands meaningfully connect through multi-media storytelling.

The mobile-only positioning has been developed in response to the Australian audience’s dramatic shift to mobile devices, with Deloitte research highlighting smartphone penetration approaching 95 per cent for millennials.

In response to the research, which also highlighted the changing sharing habits of this audience, a number of innovations where developed in GOAT’s design and unique interface.

In the main navigation bar a new channel, called ‘BLEATS’, houses the ongoing production of GIF and image-based meme ‘visual headline’ content, enhancing shareability and wider distribution.

GOAT has also invested in building an in-house studio to create timely, relevant and cost-effective video content, distributed on and off the platform.

Kane Reiken, digital commercial director at NOVA Entertainment, said: “There is not a more complimentary media to radio than mobile.

“Radio drives action and combining these two platforms creates a powerful opportunity to reach and connect with millennial audiences throughout the day with engaging, conversational content.

“We have focused on creating a product that prioritises the user experience whilst providing an attractive platform for brands to naturally integrate into the core offering – away from just standard mobile ad units.”

With the site only in its early launch stages, further product and partnerships updates will be announced over the coming weeks.




Please login with linkedin to comment

GOAT GOAT.com.au NOVA Entertainament

Latest News

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
  • Campaigns

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX

Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]

Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
  • Advertising

Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard

The programme has been revealed for this year’s Cannes Lions Festival of Creativity featuring more than 150 hours of content and some 500 speakers. About this year’s line-up, Natasha Woodwal, director of content, LIONS, said: “Our open call for content gives us unparalleled insight into what matters most to the industry right now, and we’ve […]

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]