Digital out-of-home player Shopper Media Group has announced a partnership with Roy Morgan’s Helix Personas that will provide brands with more efficient audience targeting.

Shopper Media Group CEO Ben Walker said the new partnership will equip the group with the capabilities to offer media agencies and marketers more effective and targeted media buys, and will allow its shopping centre partners to better customise their marketing communication based on a better understanding of their local shopping audience catchment.

Roy Morgan’s Helix Personas is a consumer segmentation methodology that combines sophisticated psychographic and behavioural data to classify the Australian population into 56 personas and seven communities.

Victoria Primrose, director of marketing and insights at Shopper Media Group, said: “Now with the ability to utilise Roy Morgan data on top of advanced shopper tracking analytics, we can provide media agencies and marketers more efficient and effective campaigns by allowing them enhanced access to their brand-specific target audiences around the country.

“With the ability to serve ads to the right audiences our partnership with Roy Morgan will ensure we can offer more targeted campaigns for our clients.

“This will also unlock greater campaign personalisation capabilities, with the ability to serve different ads to different audiences at the same time.”

Roy Morgan CEO Michele Levine said: “I am delighted to welcome Shopper Media as a partner to our Helix Persona network.

“This partnership further cements our strength as the leading psychographic segmentation of the Australian population and offers the ideal solution to Shopper Media in connecting consumers with brands close to the point of purchase.”