TMW Case Study #002 | Transforming broadcast media with Martech

May 19, 2024

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Transforming broadcast media with Martech

Using Martech to bring media into the digital age with Tim Armstrong

Here in TMW’s second case study, we dive into NOVA Entertainment, an Australian media company focused on audio content with deep roots in the commercial radio industry. 

NOVA Entertainment’s story is unusual in that the company has been on a deliberate journey to modernize their media offerings, compete with emerging digital audio platforms, and take full advantage of the rapidly growing opportunity in digital audio. But their path is not one you might expect. 

By leveraging modern marketing technologies and transforming its entire Martech stack, NOVA has made significant progress in bringing the company into the digital age. At the helm is Tim Armstrong, Director of Digital Capability and Data. 

Tim has more than 15 years of experience across digital-driven businesses, with a deep understanding of how to align people, enable processes, mobilize technology, and implement robust future-fit solutions for businesses to support growth and innovation through change – all of which is supported by data. 

What drew Tim to NOVA Entertainment – one of Australia’s leading audio entertainment businesses – was the overwhelming opportunity to drive new revenue and growth opportunities and to oversee the digital transformation of a company whose brands are loved by Australians – especially for their morning commute! Their stations include Nova FM, Smooth FM, Star 104.5FM, FIVEAA, and the NOVA Entertainment Podcast Network, collectively boasting an impressive audience reaching more than 8.9 million Australians on radio and digital channels – about 35% of the total population combined.

In this case study, we’ll walk through how Tim has preserved the essential value and success of radio while embracing new digital channels for growth and opportunity. Tim’s responses have been edited for clarity and congruency. 

  • Part I: Problem 
    • The challenge and opportunity at NOVA Entertainment 
      💡 Sidebar: Media loyalty in the age of digital consumption 
    • NOVA’s entry point: The rise of digital audio and the entering of podcasting 
    • Day one: Tim’s first challenges 
  • Part II: Solution
    • The before and after of NOVA’s Martech Stack 
      💡 Sidebar - The process of transformation: Quick and dirty  
    • Understanding success and what impacts it  
  • Part III: Reflections 
    • Data hygiene at the center 
    • Advice for future Martechers

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