Ever since 2018, broadcaster Nova Entertainment has been hosting groups of representatives of independent agencies to a lux location to, well, just talk.
There is talk about audio – radio, podcasts, DAB+, on-demand – but other stuff too.
Nova Entertainment’s group commercial director, Josh Halling, told Mediaweek this year the initiative was rolled out into Brisbane in addition to locations outside of Sydney and Melbourne. “That first event attracted about a dozen independent agency owners who spent time with five Nova Entertainment executives,” said Halling. “For our guests and us it has grown into one of the favourite events on the calendar.”
Nicole Bence, Nova Entertainment’s chief commercial officer, added that they are also exploring extending the events to Adelaide and Perth.
Josh Halling and Nicole Bence
The events were hosted by Nova Entertainment chief executive officer Peter Charlton who was this year joined by Bence, Halling, chief growth officer Adam Johnson, and director of commercial strategy, Kate Murphy.
The pitch for Nova Entertainment’s Hear & Now
Each event welcomes around 30+ people with a pitch that goes like this:
In the current climate of hyper-connectivity and splintered attention, it’s rare to have the chance to disconnect, start a quality conversation and be present in that moment. Our time together at Hear & Now gives us all the opportunity to do just that, complemented by a stunning landscape and incredible hospitality.
Who wouldn’t sign up for that?
Hear & Now Brisbane
Nova Entertainment talent was also on board this year. In Sydney, that included drive co-host Joel Creasey who hosted not just a Q&A, but also delivered a show-stopping standup set.
In Melbourne, current breakfast radio rock stars Jase & Lauren spoke about their move in the Melbourne market and they also hosted a Q&A. (Jase and Lauren pictured above with Adam Johnson and Nicole Bence.)
See also: Nova Entertainment celebrates Jase and Lauren and Clint: New Melbourne FM champs on Nova 100
Other speakers included neuroscientist, ex-Navy officer, keynote speaker and Nova podcaster, Paul Taylor, who spoke to ‘The performance-enhancing effects of podcasts’.
Nova podcasters, High Scrollers (Brittney Saunders and Matt Hey), spoke about the business of podcasting.
Bence said the information shared at the event helps understanding of the audio sector.
“We’ve got growing audiences, but they’re fragmenting across devices and there’s complexity in measurement. One of the main attractions of course of radio continues to be the live experience which is still really robust.
“In some other channels, consumers have moved to digital. The experience with live radio hasn’t really changed and remains strong.
Having a two-way conversation
“It’s great to have an opportunity to come together and talk about challenges and collaborate and have a two-way conversation.
“Everybody’s looking for audience. Everybody wants audience with inventory that has an impact. We have that.”
Halling noted that there is very much a two-way communication at Hear & Now events.
Nicole Bence
“Conversations like this of an intimate nature are very transparent with a partnership approach. After we walk away, what we take out of it shapes the decisions we make in our business in the future.”
Many of the concerns of indie agencies mirror those of the holding companies, said Bence.
“They’re trying to service clients to deliver them maximum impact and cost effectiveness. None of those things have changed. But every indie can be different and have a unique USP.
“We hear from them what they need from us to be able to maximise that opportunity. The world’s only getting more complex for media planners and buyers.
“Ultimately we’re just trying to be as focused as we can in understanding what their requirements are because some of them do work very differently.”
Halling: “Some have specific sort of audiences they’re targeting and we need to make it easy for them.
“One of the things that we are obsessive about is trying to make it easier to do business. For indies, it’s very important delivering outcomes and ROI for their customers. We’re very fortunate in that they see us as doing a good job at that.
“At the IMAA Awards last year, we won the award for effectiveness across all publishers, not just audio. That speaks to the fact that we collaborate together to deliver better outcomes for clients.”
Bence pointed to the options available to advertisers with live (which includes broadcast, DAB+, and streaming) and then on-demand (podcasts).
Audiences growing across new assets
“There are new assets like Nova Nation, Smooth Relax and Smooth Vintage.
“The indies know that there are audiences growing across these new assets. They have been intrigued and interested as to how can we help them optimise their spend and follow those audiences as they diversify across the different assets.
“We presented a lot of insights and intelligence sharing around podcasts, how important they are, the role that they play in a consumer world now around trust and authenticity and influence. The role of a podcast on a plan is very different to the role of having a live brekkie show.
“We’re helping them understand the role of each of those.”
Adam Johnson