Research company Roy Morgan and outdoor media providers Adshel have announced a new partnership that will help increase the targeting capabilities on Adshel’s out-of-home media network.
The partnership means advertisers on Adshel’s outdoor network will be able to target specific consumer audiences, using Roy Morgan’s Helix Personas.
The Helix Personas is a data integration tool that helps profile Aussie consumers so advertisers can further understand who they’re talking to.
Adshel has already coded its entire out-of-home inventory with Helix Personas, meaning media agencies and brand advertisers can figure out where the best locations for their audiences are and which creative strategies would deliver the best outcome.
Tim Martin, general manager of media at 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 at 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.”