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.”