Nova introduces interactive audio commercials as next phase in voice strategy

In an industry-first, Nova Entertainment has introduced interactive audio commercials as part of the next stage in the audio company’s voice and digital audio strategy.

A Google Assistant Action has been created which will add activation and interaction for audiences listening to radio or podcast commercials in cars, at home or on the move.

The new capability is launching with a competition on Nova 919 in Adelaide

Listeners with Google Assistant-enabled devices can use the Action to interact with their radios or smart devices.

Nova’s chief digital officer, Fayad Tohme, said the roll out significantly increases Nova’s digital audio marketing abilities.

“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.”

To launch the new ability, Nova is holding a special competition for 919’s Ben & Liam breakfast show in Adelaide. The geo-targeted advertisement will invite listeners in South Australia to use voice commands to enter an exclusive competition and win tickets to Nova’s Red Room with Guy Sebastian, live in Adelaide on 14 February.

Nova’s chief commercial officer, Peter Charlton, 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 launched a unique, voice-activated experience for the Nova audience, with the release of an Amazon Alexa skill. Nova has since released new capabilities to further enhance user 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.


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