Sydney, 26 November, 2024 – NOVA Entertainment, Australia’s leading independent audio entertainment business, has announced the launch of CTV Plus in partnership with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement. The partnership marks the first time an Australian audio publisher is using TV data and measurement to launch an innovative digital audio product which enables brands to extend TV campaign reach across live radio streaming and podcasting. 

CTV Plus leverages Samba TV’s first-party viewership data and measurement to give brands deeper insights into content consumption and campaign performance. This enables brands to extend their TV reach to high-value, incremental audiences across NOVA’s extensive digital ecosystem of live radio streaming and podcasting. With this new solution, brands can enhance their omniscreen strategy, boost the reach and frequency of TV campaigns, and measure the incremental impact that digital audio can provide at a fraction of the cost of TV.

Since the launch of CTV Plus, NOVA has partnered with MG Motors, Kaboodle Kitchens, Tegel Foods and JEEP, who have taken this innovative approach of using digital audio to complement their omniscreen activity and increase overall campaign reach.  

Said NOVA Entertainment Head of Audio Automation & Streaming Steve Golding, “The launch of NOVA’s CTV Plus product is an exciting step in realising the opportunity digital audio provides for marketers. Complementing and dovetailing into established screen strategies and being able to demonstrate the impact we can deliver is something we are looking forward to speaking to our customers about. It’s further proof of audio’s ability to complement other channels and drive better outcomes for advertisers.” 

Samba TV Australia Managing Director Yasmin Sanders said, “CTV Plus represents a new milestone in the Australian market, where TV and audio - two very impactful channels​​ - are combined to create new opportunities for brands to engage with desirable audiences. We are giving advertisers more actionable data and insights to drive omnichannel decisions, as well as the ability to measure the incremental reach digital audio can deliver on top of TV. We’re thrilled to partner with NOVA to help advertisers realise the synergy and potential of the two channels.”

About Samba TV

Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.