In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Roy Morgan Research and Adshel announced a new partnership to deliver enhanced targeting capabilities to advertisers on Adshel’s national media network.
The move means that for the first time, advertisers will be able to target specific consumer audiences via Adshel’s Out of Home (OOH) media assets using Roy Morgan’s consumer segmentation and data integration tool, Helix Personas. The tool already combines comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable personas across 7 communities.
With Adshel coding its entire OOH inventory with Helix Personas, 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.
Tim Martin, general manager of media at Roy Morgan Research, said the partnership will continue to allow advertisers to develop sophisticated geolocational marketing and advertising strategies and implement them from conception through to trading.
“As a geolocational segmenting tool, Helix Personas is a natural partner for Out of Home media, and we welcome Adshel into the Helix Personas ecosystem,” he said.
“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.”
For Adhsel’s chief revenue officer, David Roddick, being a partner of Roy Morgan‘s Helix Personas means having the opportunity to create bespoke campaigns beyond targeting basic demographics.
“One of Adshel’s key values is being able to offer flexible and precise targeting to our clients,” Roddick said. “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.”
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