Nova introduces logins on digital channels in audience data play
Nova Entertainment is set to make its audience log in to access its digital channels in a new data play aiming to provide advertisers deeper insight into its audience.
Nova Unite will collect data from users entering Nova competitions online, or streaming Nova’s radio online, requiring them to login using their social media accounts.
The product is fuelled by a partnership with people-based marketing technology provider Signal which will allow clients to access Nova’s first party data coupled with Signal’s database which is largely drawn from Coles Flybuy members.
Speaking to Mumbrella Peter Charlton, Nova Entertainment group sales director, said Nova Unite is “answering a requirement and demand of the market.
Peter Charlton: It gives us the opportunity to find out more about our digital audiences
“The demands in market are for us to provide more data and insight about our audience and as more and more of our audience access our content through our different platforms, it gives you the opportunity to find out more about them if you collect that data in the right way,” he said.
“Nova Unite is a name for us putting a couple of data sources together around consumer’s interactions with us digitally. We want to give our clients more insight into who is accessing that content and therefore make it more interesting, highly targeted, relevant to their investment.
“And at the same time gives us some insight into the content we’re putting onto different platforms and who’s interacting with us and what their behaviours are.”
Charlton said by requiring logins from users entering a competition or wanting to stream radio on desktop or their mobile device Nova will “collect some pretty simple but strong first party data around them – age, sex, location”.
Nova has partnered with Gigya to provide the login solution.
“We have then signed up with a data provider Signal who have a huge database made up of Coles Flybuys data, we can then wash our first-party data across theirs and provide greater insight into the consumer habits of 7m active shoppers who use Coles,” he said.
“Hopefully we are then able to give our advertisers more insight into the demographics and then the consumer habits who are interacting with our content via other platforms than just listening to the radio.
“It may mean we can model that through our wider audience as well,” Charlton added.
He dismissed any concerns that requiring a login would turn off audiences.
“Putting any barrier in front, that’s always a concern. We appreciate and understand our consumers very well,” he said.
“We don’t think it provides a barrier if there is something to win at the end of the day.
“What we could have done any digital interaction with us we could have put the sign-on and way may end up doing that but we want to see how much data we can collect from two areas that we know are highly demanded.”
Nova Unite will be available to clients from January 2017.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Definitely see the merit in moving towards data enriched propositions.
Question would be around the scale, you have 7m people as part of the Signal data, you rely on each one of those being surfaced to give you that reach. If the database for Nova is 1 million what percentage of those people can be matched effectively with Signal data. Then factor in an inventory pool for AU which is maybe 40% addressable and you don’t get left with much.
Great idea, would be interested to see execution and scale.
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