NOVA’s next step in audio strategy

NOVA Entertainment has selected mParticle as its customer data platform, to help drive the business’ first party data approach to support the enablement of NOVA’s digital audio strategy.

The selection of mParticle is the latest stage in the evolution of NOVA Entertainment’s digital strategy, that is focused on developing greater understanding of audiences across the business’ entire audio ecosystem, delivering addressable streaming audiences to commercial partners and providing a customised listener experience.

NOVA’s evolving digital audio offering has seen the business expand its platform capability to bring podcasting operations in house. In addition, NOVA launched The Player, a centralised destination for audiences to access and explore the breadth of content across NOVA’s radio stations, streaming, DAB+, news, podcasting and Nova’s Red Room experiences.

The Player was a natural progression for NOVA in response to growing appetite for on-demand audio and was designed to make it easy for listeners to access the content they love and discover more of it on demand, wherever they are. The selection of a future fit customer data platform to drive effective and privacy compliant management of listener data, is the next step in supporting NOVA’s digital ambition.

Tim Armstrong, NOVA Entertainment’s Head of Digital Audience & Monetisation explained that NOVA’s digital audio strategy will deliver valuable consumer insight and enable identifiable audiences across all the business’ streaming products and implementing a robust and trusted customer data platform is the next step in this approach.

“Over the last two years there have been ongoing changes and announcements from big tech when it comes to regulations related to the collection of customer data. Like many businesses we’ve been trying to navigate this space with open eyes whilst developing our long-term data strategy focused on new capability and meeting the growing demands of our customers,” said Armstrong.

“Now more than ever it’s important for us to build a robust foundation based on trust with the customer, ensuring that we treat customer data as if it were our own. mParticle is the right platform to enable us to take that next step in our journey.”

Kris Fagan, mParticle’s Vice President of Asia Pacific & Japan said, “The demise of third-party tracking presents brands like NOVA with the opportunity to invest in modern data infrastructure. NOVA’s approach to developing a first-party data strategy is forward thinking and will ultimately enable the company to improve personalisation and increase engagement across media touchpoints.”

mParticle will enable NOVA to amalgamate siloed customer data from multiple sources and understand how each customer is interacting with NOVA’s assets across all touch points including mobile, web and smart speakers.

The business will be able to organise collections of users into audience segments defined by certain behavioural attributes and seamlessly deliver data to downstream systems. The customer data platform also allows the ability to provide personalised experiences to customers and enable deterministic targeted advertising and enable the business to quickly connect customer data to drive growth and engagement.

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