NOVA Entertainment has launched CTV Plus in partnership with Samba TV, the provider of TV technology for audience data and omniscreen measurement.
The partnership marks the first time an Australian audio publisher is using TV data and measurement to launch a digital audio product, which enables brands to extend TV campaign reach across live radio streaming and podcasting.
CTV Plus leverages Samba TV’s first-party viewership data and measurement to give brands deeper insights into content consumption and campaign performance. This enables brands to extend their TV reach to high-value, incremental audiences across NOVA’s extensive digital ecosystem of live radio streaming and podcasting.
Since the launch of CTV Plus, NOVA has partnered with MG Motors, Kaboodle Kitchens, Tegel Foods and JEEP, who have taken the approach of using digital audio to complement their omniscreen activity and increase overall campaign reach.
NOVA Entertainment head of audio automation and streaming, Steve Golding, said the launch of NOVA’s CTV Plus product is an exciting step in realising the opportunity digital audio provides for marketers.
"Complementing and dovetailing into established screen strategies and being able to demonstrate the impact we can deliver is something we are looking forward to speaking to our customers about," he said.
"It’s further proof of audio’s ability to complement other channels and drive better outcomes for advertisers.”
Samba TV Australia MD Yasmin Sanders said CTV Plus represents a new milestone in the Australian market, where TV and audio - two very impactful channels - are combined to create new opportunities for brands to engage with desirable audiences.
"We are giving advertisers more actionable data and insights to drive omnichannel decisions, as well as the ability to measure the incremental reach digital audio can deliver on top of TV," she said.
"We’re thrilled to partner with NOVA to help advertisers realise the synergy and potential of the two channels.”
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