NOVA Entertainment has joined forces with Samba TV to launch CTV Plus. The pair claim the partnership is the first time an Australian audio publisher has utilised TV data and measurement to launch a digital audio product.

CTV Plus leverages Samba TV's first-party viewership data and measurement capabilities to provide brands with deeper insights into content consumption and campaign performance. The new product aims to extend brands' TV reach to audiences across NOVA's digital ecosystem of live radio streaming and podcasting.

NOVA Entertainment Head of Audio Automation & Streaming, Steve Golding, stated, "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."

CTV Plus is designed to enhance brands' omnichannel 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.

Yasmin Sanders, Samba TV Australia Managing Director, commented, "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."

NOVA Entertainment owns and operates the Nova Network, the Smoothfm Network, FIVEaa Adelaide, Star 104.5 NSW Central Coast, and a suite of DAB+ stations. Samba TV is a television technology vendor, providing real-time insights and audience targeting to enhance marketing efficiency and effectiveness.