Adshel and Roy Morgan Research have announced a ground-breaking partnership that, for the first time, gives advertisers the ability to profile and precisely target locations not only where commuters live, but also where they work and shop.

Adshel is Roy Morgan’s foundation out-of-home partner on Helix LIVE | WORK | SHOP. The partnership will allow Adshel to provide enriched data for more precise targeting, profiling those who transit through specific locations to shop and work.

Helix is a geo-digital psychographic segmentation tool. Utilising Roy Morgan’s Helix Personas for location profiling across Adshel’s national network, together with revolutionary advancements in data science, media agencies and marketers will be able to drill down on commuter data like never before.

Adshel’s head of marketing, Charlotte Valente, said the power of the Adshel network, coupled with an explicit selection of sites against finely-honed audience profiles, will drive the value of this unique partnership, as well as effectiveness and results for advertisers.

“The ability to precisely target an audience at broadcast scale through detailed profiling and enhanced targeting at specific locations will bring advertisers even closer to their target audiences,” she said.

“Adshel has the scale and flexibility to precision target across a national network with 19,000-plus touchpoints across six metro cities, providing advertisers with the ability to identify and target consumers wherever they live, work and shop.”

Roy Morgan CEO Michele Levine said LIVE | WORK | SHOP is a breakthrough for marketers and media agencies looking for an edge.

“This great new product reflects Roy Morgan’s commitment to innovation in a transforming media market,” she said.

“Connecting the powerful geo-digital psychographic segmentation capabilities with Roy Morgan’s extensive data on how Australians work, live and shop in their day-to-day lives allows partner clients to lift the effectiveness of advertising strategies and marketing campaigns, not only to the people who live in an area, but also the attractive consumers who are frequent visitors.”