In an increasingly fragmented, data-driven media landscape, Eyeota and Roy Morgan Research have partnered to make Helix Personas available in the New Zealand digital, programmatic trading marketplace.
As the leading international audience data marketplace with over 1 billion uniques from local publishers across Asia-Pacific, New Zealand, and Europe, Eyeota has signed a global data partnership agreement with Roy Morgan Research, Australia's longest established market research company.
Roy Morgan Research has the richest, broadest consumer research data set in the New Zealand market, used for audience profiling, communication strategy, channel and cross-media planning.
Roy Morgan Research’s data is used by mainstream media agency groups as well as leading client brands in financial services, automotive, telecommunications, consumer goods and retail.
Helix Personas is a powerful consumer segmentation and data integration tool that combines sophisticated psychographic, media consumption and behavioural analytics to segment the New Zealand population into 51 Personas and seven Communities.
The partnership enables Helix Personas to be distributed throughout Eyeota’s data marketplace so that agency trading desks and direct advertiser clients can utilise Helix Personas for audience targeting within the programmatic trading ecosystem.
The Helix Personas branded segments will enable marketers to accurately profile internet audiences using highly relevant and trusted attributes which have been proven to increase media effectiveness and engage exactly the right target markets.
Eyeota clients can now target the Helix Personas branded segments on the top 50 media buying platforms including Google DBM, DFP Premium, MediaMath, The Trade Desk, Turn, AppNexus, Brandscreen, Audience Science, Radium One, Sizmek, TubeMogul, Videology, and Adap.tv. The segments are also available to all our major trading desk partners including Xaxis, Accuen, Amnet, Ikon, Vivaki, Cadreon, and Sparc Media.
Kevin Tan, CEO – Eyeota, says:
“As the leading audience-targeting data marketplace in New Zealand, we are delighted to be working with Roy Morgan. The Helix Personas data sets will improve campaign efficiency and effectiveness for advertisers. It expands the depth and breadth of the data available to our clients across Australia-New Zealand.
“The Roy Morgan Helix Persona segments are a crucial link for advertiser sbetween the offline world of TV, print and traditional media and the highly digitised, data-driven online world.”
Pip Elliot, General Manager New Zealand – Roy Morgan Research, says:
“Helix Personas can profile retailers’ existing customers to reveal insights into their behaviours, attitudes, values and consumption patterns. Appropriate marketing strategies can then be formulated, from marketing communications and local area plans to store locations and product stock optimisation.”
Find out more about Helix Personas.
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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