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.
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.