Nova launches mobile-exclusive millennial entertainment platform ‘GOAT’

NOVA Entertainment has announced the launch of GOAT – a new mobile-exclusive platform with a content focus on pop culture, news and entertainment.

The new platform is being directly targeted at millennials, is only available via mobile browsers, and will deliver what Nova is calling “snackable” content across multiple formats.

Topics covered include opinion, topical news, trending stories of the day – and the content will be created with an frank, Australian tone of voice.

“NOVA Entertainment continues to evolve its digital content and platform offering and GOAT is our next example of that journey,” said NOVA Entertainment CEO Cathy O’Connor.

“It’s a fresh new mobile and video offering for millennials with its own personality and tone which is quite distinct from our broadcast brands Nova and smooth.”

The new GOAT platform was crafted after a three-part study aimed at understanding the evolving behaviours of the millennial audience.

The mobile-only site was developed to match Australia’s dramatic shift to mobile devices, with a recent Deloitte study finding that smartphone penetration has reached 95% for millennial.

The GOAT platform includes brand new mobile interface with a navigation bar called ‘BLEATS’. Nova has also built an in-house studio to create timely, relevant and cost-effective video content, to be distributed both on and off the new platform.

“There is not a more complimentary media to radio than mobile,” said NOVA Entertainment digital commercial director Kane Reiken.

“Radio drives action and combining these two platforms creates a powerful opportunity to reach and connect with millennial audiences throughout the day with engaging, conversational content.

“We have focused on creating a product that prioritises the user experience whilst providing an attractive platform for brands to naturally integrate into the core offering – away from just standard mobile ad units.”

Further product and partnership updates are set to be announced in the coming weeks.

Nova’s launch of GOAT comes just a couple of months after Pedestrian launched their own millennial pop culture/news site Pez.