NOVA Entertainment has unveiled what it claims to be a first-to-market addressable media solution which will deliver laser consumer targeting at scale and data-driven campaigns for its clients.

Available to clients from January next year, NOVA Unite will provide them with the ability to utilise the radio network’s first-party data, coupled with the known data of highly qualified audience segments powered by Signal’s people-based marketing platform. The segments are based on key demographic, lifestyle and purchase-based data.

Peter Charlton, NOVA Entertainment’s group sales director, said NOVA Unite will allow the network to address customers holistically across any device and marketing channel.

“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.

“Our clients will be able to leverage over 150 pre-built customer segments, comprising of over seven million active customers, over 10 million weekly shopper transactions with coverage across 65 per cent of Australian households.”

Charlton believes this type of offering will become the norm in the radio industry in the not-to-distant future.

“Commercial radio audiences are pretty robust, but they want more data around them,” he told B&T.

“I think clients want to justify through data and analytics where they’re spending their money and want to make sure it’s tightly targeted and efficient, and we’ve been using our digital channels to build audiences and create greater interaction through our website and mobile.

“What we’re trying to offer the market back is more of an insight into who those consumers are.”

Michael Twomey, Signal’s senior vice president of people-based marketing, said the company is thrilled to partner with NOVA Entertainment because it “understands the value of first-party data in helping digital advertisers efficiently engage on a one-to-one basis with today’s always-on consumers”.