REA Media, the home of property and lifestyle brands, has partnered with Roy Morgan Research to bring to life property search data from its market-leading websites realestate.com.au and realcommercial.com.au.
Roy Morgan Research will soon combine search queries entered into the websites by millions of monthly visitors with answers from its comprehensive face-to-face Single Source survey of over 50,000 Australian consumers annually to create a powerful new market research database of the psychographics and purchase intentions of Australia’s property hunters.
The new insights will enable REA Media to provide advertisers with better targeting and performance while enriching the experience for site visitors, with ads and offers that are acutely relevant to their lives and needs far beyond their property searches.
As part of the deal, Roy Morgan Research’s Data and Analytics team will develop a series of segmentation models that will illuminate the behaviours, attitudes and broader purchase intentions of realestate.com.au’s and realcommercial.com.au’s large and diverse audiences.
Tim Martin, Digital Director, Roy Morgan Research, says:
“This is a very exciting opportunity to work with Australia’s No. 1 property site.
“The team at REA Media was quick to recognise the potential of our new product developments, including our new consumer profiling tool Helix Personas, which we announced recently at our Media Futures launch.
"With the digital media industry preparing for the possibility a world without third party cookies, digital brands and media owners will be increasingly looking to combine the rich insights of Roy Morgan Research’s Single Source data with their own understanding of their audiences.”
Jonas Jaanimagi, Head of Media, REA Group, says:
“At REA Media we are always keen to gain a deep understanding of the psychographics and purchase intentions of the large number of dedicated visitors that we receive to our Australian websites. These insights increase the attractiveness of this large and highly-engaged audience to the complete range of Australian brand advertisers.
By combining Roy Morgan Research’s data with our own we will be able to further support our core advertising partners in property, utilities and finance, while also modelling more accurately consumer intent for the products and services offered by clients in other key verticals such as travel, retail, auto and telecommunications.”
Custom segmentation models for realestate.com.au will be rolled out via Roy Morgan’s Asteroid software, as used by the majority of media planning agencies in Australia.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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