Roy Morgan Research and Adshel today announce a new partnership to deliver enhanced targeting capabilities to advertisers on Adshel’s national media network.
For the first time, advertisers will be able to target specific consumer audiences via Adshel’s Out of Home (OOH) media assets using Roy Morgan’s Helix Personas.
Helix Personas is a powerful consumer segmentation and data integration tool that combines comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable Personas across seven Communities.
Adshel has already coded its entire OOH inventory with Helix Personas. Media agencies and brand advertisers can now identify the optimal locations and creative strategies to deliver the right message to the right people at the right time.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
"We are delighted to be working with Adshel and be able to bring Helix Personas to Out of Home media on a grand scale. As a geo-locational segmenting tool, Helix Personas is a natural partner for Out of Home media, and we welcome Adshel into the Helix Personas ecosystem.
“This new partnership with Adshel adds to our growing list of Helix media partners that allows advertisers to develop sophisticated geo locational marketing and advertising strategies and implement them from conception through to trading.
“This underscores again the market confidence in Roy Morgan as the data partner of choice for media owners and publishers seeking the richest, broadest consumer market research in the Australian marketplace.”
David Roddick, Chief Revenue Officer – Adshel, says:
“One of Adshel’s key values is being able to offer flexible and precise targeting to our clients. By being a partner of Roy Morgan‘s Helix Personas we have the opportunity to create bespoke campaigns beyond targeting basic demographics. These insights add an entirely new dimension to our national network, encouraging advertiser strategies that offer consumers greater relevance when they’re out-of-home.”
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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