Nova Entertainment Launches Interactive Audio Advertisements

Australian broadcaster NOVA Entertainment has introduced technology to create interactive audio commercials, in the next extension of the company's voice and digital audio strategy.

NOVA has created a Google Assistant Action that adds activation and interaction for audiences listening to radio or podcast commercials in cars, at home, or on the move. Listeners with Google Assistant-enabled devices can use the Action to interact with their radios or smart devices.

The Action will launch via a special competition advertisement in the new Adelaide breakfast show, Nova 919's "Ben & Liam." This geo-targeted advertisement will invite listeners in South Australia to use voice commands to enter an exclusive competition to win tickets to Nova's Red Room with Guy Sebastian, live in Adelaide Feb. 14.

"This is a significant evolution for NOVA's digital audio marketing capabilities. For the first time, listeners will be able to interact directly with a smart advertisement, responding in real time to a call to action, requesting more information, and even connecting directly with an advertiser. The result is a more interactive, engaging experience for the listener and greater impact for advertiser," said Fayad Tohme, NOVA Entertainment's chief digital officer, in a statement.

"Voice-driven interactivity is an important next step down the path of personalization for NOVA. Our priority has always been to evolve the listening experience in line with changes to the lives and habits of our audiences. The ubiquity of voice-command can't be ignored, and neither can the clear chance it represents to deepen our audience connection. This is an exciting creative and commercial opportunity for NOVA and our partners, and we look forward to seeing it in action," said Peter Charlton, NOVA Entertainment's chief commercial officer, in the statement.

NOVA Entertainment a year ago launched a voice-activated experience for its audience with the release of an Amazon Alexa skill. NOVA has since added capabilities, including a flash briefing skill to provide Alexa users with news headlines and the launch of a Google Action in December with access to podcasting and news briefs.