A mobile-only app targeted to millennials.
Youth-oriented GOAT.com.au is a pop culture, news and entertainment platform, designed exclusively for mobile consumption, delivering short content across written, video, image and audio formats.
It aims to provide an opinion-driven and engaging take on trending entertainment and topical news for millennials.
Cathy O’Connor, NOVA Entertainment’s CEO said, “NOVA Entertainment continues to evolve its digital content and platform offering and GOAT is our next example of that journey. It’s a fresh new mobile and video offering for millennials with its own personality and tone which is quite distinct from our broadcast brands Nova and smooth.”
As part of the GOAT development process, NOVA launched a three-part insight study aimed at better understanding the evolving media behaviours of millennial audiences.
The mobile-only positioning was developed in response to the Australian audience’s shift to mobile devices, with Deloitte research highlighting smartphone penetration approaching 95% for millennials.
In response to the research which also highlighted the changing sharing habits of this audience, a number of innovations where developed in GOAT’s design and interface.
In the main navigation bar a new channel, called ‘BLEATS’, houses the on-going production of GIF and image-based meme ‘visual headline’ content, allowing for wider distribution.
Kane Reiken, NOVA Entertainment’s Digital Commercial Director said, “There is not a more complementary media to radio than mobile. Radio drives action and combining these two platforms creates a powerful opportunity to reach and connect with millennial audiences throughout the day with engaging, conversational content.
“We have focused on creating a product that prioritises the user experience whilst providing an attractive platform for brands to naturally integrate into the core offering – away from just standard mobile ad units.”
Check out GOAT by visiting GOAT.com.au on any mobile browser.