Nova Entertainment has redefined itself as a multimedia business and now it's pushing further into the video space, with group digital commercial operations director, David McGrath, telling AdNews that video is “the expansion plan” going forward.
As part of a further push into the video space, Nova has tied in with video inventory platform, SpotX, to programmatically trade its video assets.
Under the arrangement, SpotX will act as Nova's supply-side platform and ad server for the sale of video inventory through private and public marketplaces.
McGrath said Nova's audience is becoming increasingly digital, with 80% of its online audience coming through on mobile. For this reason, its focus is on four pillars: mobile, social, data and video.
“Video is the expansion plan,” McGrath said. “Being a radio group now into a multimedia group video isn't naturally in our DNA, but it's the place where we're upskilling to try, and capitalises on the ability that we now have platforms that can broadcast with pictures as well as radio.”
In terms of video content, McGrath said Nova collates video from presenters, creates ideas which come up through conversations or curates videos through syndication partnerships.
Much of its bespoke content also comes through events such as the Nova Red Room and Smooth's, A Night With.
It has capabilities in Sydney and Melbourne which are part of its existing content teams rather than a separate division.
McGrath said as Nova is increasingly a multimedia business rather than a radio station, digital is becoming more important as “online is now every publisher's business”.
“We really see ourselves, as much as anything, as a marking resource for brands, from small and medium-sized businesses through to agencies and big multinationals,” he added.
“We see ourselves as having marketing responsibility to help them navigate through taking their products and services to Australia.”
SpotX director of supply for APAC, Daniel Rowlands, said part of Nova's programmatic strategy is making its video inventory as visible as possible in marketplaces.
“Nova has been proactive in leveraging our platform and relationships to give themselves high visibility both in the open marketplace and by setting up private marketplaces to trade premium inventory,” he said.
“Nova can track how their inventory is performing across marketplaces using our reporting interface, and optimise on the fly to ensure they’re utilising the highest performing sales technique.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.