Today Roy Morgan’s Helix Personas announced a partnership with realestate.com.au which will empower advertisers to achieve greater ad targeting through Australia’s No 1 property site.
The partnership combines realestate.com.au’s millions of property searches per month with the most sophisticated audience profiling and ad targeting available, further extending the integration of Roy Morgan’s real-world consumer research with big data in the Australian media buying marketplace.
Media agencies use Roy Morgan’s data for audience profiling, communication strategy, channel and cross-media planning. Helix Personas is a powerful consumer segmentation and data integration tool that codifies comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable Personas across seven Communities.
Michele Levine, CEO, Roy Morgan Research, says:
"This new partnership with realestate.com.au is yet another vote of market confidence in our role as the data partner of choice for media owners in today’s data driven, audience-focused media buying landscape.
We believe that Roy Morgan Research has the richest, broadest consumer market research data set in Australia which makes it the perfect match for big, digital data.
“We are particularly delighted to be working with Australia’s No. 1 property site, as the ideal channel to fulfil the immense geo-segmenting capabilities of Helix Personas.”
Claire Harrison, Head of Media Sales, realestate.com.au says:
“We are delighted to partner with Roy Morgan’s Helix Personas in order to deliver an improved level of targeting for our media customers, driving further efficiencies for their digital campaigns across desktop, mobile and tablet.
“Our media business is achieving significant levels of growth, particularly in our core categories of banking & finance, utilities, telecommunications, retail & automotive and this partnership will support further growth in these sectors.
“Given the breadth of our audience data, Helix Personas will support our strategy of delivering exceptional results for our media partners.”
For comments or more information please contact:
General Manager - Media
Office: +61 (3) 9224 5116
PR Manager, REA Group
Mobile: +61 400 326 866
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.
P: 03 9224 5332