Nova plans 25% hike in marketing spend

Rachael Micallef
By Rachael Micallef | 28 January 2015

Nova has labelled its marketing as “aggressive” as it boosts marketing spend for its network ahead of a competitive year for radio.

The network has been backing its “consistency” as the only major FM network not reshuffling its line-up this year. But Nova group marketing director Tony Thomas told AdNews that this doesn't mean it won't be marketing heavily, with a 25% increase in spend planned for 2015.

“We are ramping up our marketing,” Thomas said. “Just because the world is changing around us isn't going to stop us from being very aggressive, very well planned and very focused on quality implementation.

“While our competitors are launching brand new shows, we've been able to focus on the quality of execution, really understanding where our audiences are, and delivering on that.”

As part of that execution, the network has spent the summer running street activations – such as its Nova SlideStreet – and is planning more experiential activities for the year ahead. Thomas also said it hasn't reached the maximum awareness for some of its newer shows, such as those on the SmoothFM network.

“Content marketing is really important for us, taking the best of what we do and sharing that amongst our audience across all of the platforms that they connect with us on,” Thomas said.

“Our big focus is twofold: obviously continuing to drive awareness of our shows and our network brands. But we are also focusing on our multi-channel execution and that involves content marketing across digital and then our street executions.”

Nova isn't the only station spending big when it comes to marketing this year with Australian Radio Network (ARN) planning a digital focus, according to national marketing director Anthony Xydis.

“We’re running our largest ever digital marketing campaigns across multiple channels to drive awareness, trial and content discovery across our on-air and online platforms in Melbourne and Sydney,” Xydis said.

He said that the strategy would include “elements of desktop and mobile display, search, social across Facebook and Twitter, as well as digital pre-roll and Shazam integration with the TVC”.

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