Sydney, Australia: AdNear and Roy Morgan today announced an exclusive partnership that enables Helix Personas to be targeted on over 11 million devices across Australia and New Zealand. For the first time, marketers will be able to choose a Persona and then target them at specific times and locations, significantly extending their reach beyond traditional media.
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. This unique capability helps brands integrate their online and offline campaigns around audiences and optimise their spends across traditional and digital media.
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. AdNear has coded its mobile device inventory at a unique user level with Helix Personas.
Michele Levine, CEO, Roy Morgan Research, says:
"AdNear is a perfect partner for Roy Morgan to unleash the power of Helix Personas in to the mobile world. Their unique location intelligence platform, with its formidable audience targeting capabilities, will provide distribution and scale for our data as well as global reach. For the first time, it will be possible to advertise directly to a Smart Money, New School Cool, Looking Good or any other specific Helix Persona via their mobile device.
“This latest strategic partnership adds an entirely new dimension to mobile marketing and consumer insights in Australia and New Zealand, expanding the boundaries for our clients of just what’s possible in today’s media-buying landscape.”
Anil Mathews, Founder & CEO, AdNear, says:
“We’re excited to partner with Roy Morgan to bring its powerful research insights into the mobile eco-system for partners in Australia. For a marketer, it is ideal to be able to extend the audience reach into mobile using the same currency. When appended to Roy Morgan’s Helix Personas, our location technology from over 11 million device profiles enables us to offer a unique mobile data-driven marketing solution that is the first of its kind in the Australian market.”
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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