Nova Extends Voice Strategy With Interactive Ads

Nova Extends Voice Strategy With Interactive Ads
B&T Magazine
Edited by B&T Magazine

Nova has announced an industry-first, with the introduction of leading technology to create interactive audio commercials, in the next extension of the company’s voice and digital audio strategy.

Nova has created a Google Assistant Action that adds activation and interaction for audiences listening to radio or podcast commercials in cars, at home and on the move. Listening with Google Assistant-enabled devices can use the Action to interact with their radios or smart devices and provides a new audience and greater commercial opportunities.

Fayad Tohme, NOVA Entertainment’s chief digital officer said: “This is a significant evolution for NOVA’s digital audio marketing capabilities.

“For the first time, listeners will be able to interact directly with a smart advertisement, responding in real time to a call to action, requesting more information, and even connecting directly with an advertiser. The result is a more interactive, engaging experience for the listener and greater impact for advertiser.”

The Action will launch via a special competition advertisement in the newly-minted Adelaide breakfast show, Nova 919’s Ben & Liam. This geo-targeted advertisement will invite listeners in South Australia to use voice commands to enter an exclusive competition to win tickets to Nova’s Red Room with Guy Sebastian, live in Adelaide on 14 February.

Peter Charlton, NOVA Entertainment’s Chief Commercial Officer said: “Voice-driven interactivity is an important next step down the path of personalisation for NOVA. Our priority has always been to evolve the listening experience in line with changes to the lives and habits of our audiences. The ubiquity of voice-command can’t be ignored, and neither can the clear chance it represents to deepen our audience connection. This is an exciting creative and commercial opportunity for NOVA and our partners, and we look forward to seeing it in action.”

In February 2019 NOVA Entertainment launched a unique, voice-activated experience for the Nova audience, with the release of an Amazon Alexa skill. The innovative move saw NOVA Entertainment lead the industry in offering a unique and interactive voice experience for listeners.

NOVA has since released new capabilities to further enhance the users’ experience and introduce unique advertising propositions for clients, including the launch of a flash briefing skill to provide Alexa customers with news headlines and the launch of a Google Action in December 2019 with access to podcasting and News Briefs to bring the listeners the latest in Australian and International news.

The launch of this new Google Assistant Action is the latest stage in NOVA Entertainment’s vision to transform the way people listen to radio or podcasts, by delivering an interactive, connected and personalised experience that provides an easy way for the audience to tailor their listening and interaction with advertisements.

This new extension of NOVA Entertainment’s voice strategy is another addition to NOVA Entertainment’s digital portfolio with further diversification into new, future-facing platforms that includes GOAT, the mobile-first millennial platform and NOVA Entertainment’s partnership with Acast to become the biggest commercial podcast player in Australia.





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