Nova ramps up digital strategy - joins Triton's programmatic exchange

Nicola Riches
By Nicola Riches | 7 December 2016

Nova Entertainment has inked a deal with California-based tech company Triton Digital, which connects audio supply to advertising demand.

By joining Triton's a2x programmatic exchange, which launched in May 2015 with first partner Southern Cross Austereo, this enables advertisers to buy digital audio inventory across the Nova Network including Nova 96.9 Sydney, Nova 100 Melbourne, Nova 106.9 Brisbane, Nova 93.7 Perth and Nova 919 Adelaide.

The platform’s automated, exchange-driven method of buying and selling ad impressions "facilitates precise targeting, eliminating waste and resulting in the highest efficacy for advertisers".

“Exploring new ways of monetising our digital audio inventory while continuing to improve the streaming experience for our audience is an important piece of our overall digital strategy,” says Nova Entertainment group sales director Peter Charlton.

“The precise targeting capabilities within a2x made the decision to partner with Triton an easy one. The ability to provide our audience with relevant ads will certainly make for a better streaming experience for our audience, and more engaged listeners for advertisers.”

Advertisers can now purchase inventory from Nova Entertainment alongside other Australian audio publishers in the exchange including the Macquarie Radio Network and Southern Cross Austereo.

Triton Digital managing director, market development and strategy, Benjamin Masse, says it's proud to partner with Nova Entertainment to include its digital audio inventory in the exchange.

“Its stations attract a highly-engaged and diverse audience, which will add incredibly valuable impressions to a2x," Masse says.

The Australian radio scene has come on leaps and bounds this year. Earlier this week, as part of its grand plan to automate the radio ad buying process, Commercial Radio Australia (CRA) revealed Audionet as the industry partner which will help the national industry body get the show on the road.

Just last week AdNews reported how Australian radio listeners will now be able to tap into 250 Australian radio stations via their mobile phones after the launch of RadioApp, a venture spearheaded by industry body CRA.

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