The leading independent audio entertainment company in Australia, NOVA Entertainment, has partnered with Triton Digital, the world leader in technology and services for the digital audio, podcast, and broadcast radio industries, to integrate Triton’s Sounder solution throughout NOVA’s audio portfolio.
This partnership represents a major advancement for publisher-led audio advertising in Australia.
Through this relationship, Sounder’s sophisticated contextual targeting features, brand appropriateness, and state-of-the-art podcast promotional tools will be made available to NOVA Entertainment, providing them with unparalleled end-to-end control over their audio advertising environment. Important characteristics consist of:
Best-in-Class Contextual Targeting: Sounder’s sophisticated contextual targeting makes sure that advertisements appear next to the most pertinent material, enhancing the efficacy of campaigns across all of NOVA’s audio properties.
Premium Brand Placement: Advertisers interacting with NOVA’s varied audience can feel at ease knowing that Sounder has strong brand appropriateness checks in place.
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AI-Powered Promotional Tools: As NOVA’s collection of podcasts grows, new tools for podcast marketing will improve listenership and profitability by increasing engagement and discovery.
Triton Digital is strengthening its position in the Australian market with this agreement. With the introduction of Demos+ in Australia last year, which gives advertisers sophisticated audience segmentation tools to help them run more focused and successful campaigns throughout the region, this development builds on that momentum.
In addition, Triton Digital publishes a monthly Australian Podcast Ranker that provides publishers and marketers with unmatched insights into the state of digital audio and aids in their decision-making.
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“Our partnership with NOVA Entertainment exemplifies our commitment to providing publisher-led end-to-end solutions that drive innovation in the audio industry,” said Richard Palmer, VP of Market Development and Strategy for APAC at Triton Digital. “By combining Triton’s technology with NOVA’s market leadership, we’re creating an ecosystem where publishers have full control over their advertising chain, from contextual targeting to brand safety and beyond.”
In order to integrate Sounder’s brand appropriateness solutions and AI-powered podcast comprehension with Triton Digital’s already-existing audio streaming and podcasting technologies, the company bought Sounder in March 2024.
“Integrating the Sounder solution into our offering is further demonstration of how we’re building class-leading commercial products for our customers,” said Tim Armstrong, Director of Digital Capability and Data at NOVA Entertainment. “This technology not only allows us to offer unparalleled targeting and brand safety to our advertisers but also enhances our ability to promote and monetize our diverse audio content effectively. It’s a game-changer that puts the power back in the hands of creators and publishers.”
The acquisition has made it possible for publishers, agencies, advertisers, and podcasters like NOVA Entertainment to have a more seamless, data-driven advertising experience.
About NOVA Entertainment
NOVA Entertainment, Australia’s leading independent audio entertainment company, creates exceptional listener experiences. NOVA’s market-leading platforms cover all aspect of the audio experience, live and on demand, with the creativity, skill, and innovation needed to connect brands and audiences. Nova Entertainment has around 6.3 million listeners, the greatest of any Australian metro network.
About Triton Digital
Triton Digital® leads digital audio, podcast, and broadcast radio technology and services worldwide. Triton’s revolutionary technology helps broadcasters, podcasters, and online music services grow their audience, optimize revenue, and streamline operations in over 80 countries.
