EngageTV Partners With Roy Morgan

EngageTV Partners With Roy Morgan
B&T Magazine
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Roy Morgan Research and EngageTV announce today that they have partnered to integrate Roy Morgan’s Single Source consumer data with Switch Digital’s Connected TV platform, EngageTV.

The exciting partnership will give marketers and agencies the ability to target thousands of audiences of interest on Connected Televisions, down to a postcode level.

This means marketers no longer have to advertise nationally but can choose postcodes where their target audiences actually live. This greater targeting precision will result in better campaign performance, less wastage, and a higher return on investment.

Roy Morgan’s Single Source consumer data provides an unparalleled, holistic view of Australian consumers with deep behavioural insights across a comprehensive range of industry sectors, as well as consumer attitudes, lifestyles and activities. When combined with EngageTV, marketers are able to target their current and potential customers via Connected TV, accurately and cost effectively.

In addition to Connected TV targeting, the EngageTV and Roy Morgan partnership provides clients with additional strategic advantages including specifying preferred programs, genres and optimising creative messaging most likely to attract and resonate with current and potential customers.

Roy Morgan Research CEO, Michele Levine (pictured) said, “Roy Morgan Single Source is a leading strategic tool, used by marketers across the country. Through our EngageTV partnership, our consumer data can now be deployed through Australia’s fastest growing media channel, Connected TV.”

“This means that thousands of different target audiences across travel, finance, automotive, telecommunications, property, retail & FMCG sectors can now be deployed.”

Switch Digital CEO, Lee Stephens added, “our partnership is an exciting development as Australian’s shift their TV viewing to On-Demand, Catch-up and live digital free-to-air broadcasts. Last year 80 per cent of Australians watched on-demand TV.”

Lee Stephens said the future of TV is data driven and it is about connecting audiences to the most valuable screen in the house, “EngageTV’s planning and recommendations are based on Australia’s largest and most trusted consumer research tools from Roy Morgan. In addition to postcodes, we can apply additional targeting by age, gender, family type and interests.”

“Clients only pay for completed views, receive daily campaign reporting and advertising is frequency-capped, guaranteeing reach.  We are making TV campaigns accessible, highly targeted and affordable.”

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