Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace

Partnership will see Roy Morgan's Helix Personas consumer segmentation and data integration tool to the programmatic advertising marketplace

Roy Morgan Research and audience data marketplace, Eyeota, have struck a global partnership to deliver new consumer segmentation and data integration capabilities to the programmatic trading marketplace.

Under the agreement, Roy Morgan’s Helix Personas will be distributed throughout Eyeota’s international audience, allowing agency trading desks and advertisers to utilise its tools as part of programmatic trading activities.

The Helix Personas consumer segmentation and data integration tool was launched last October and combines psychographic, media consumption and behavioural analytics from Roy Morgan and third-party data sources to segment Australia’s population into 56 personas and seven communities. The data can then be integrated with third-party assets including customer data warehouses, media trading systems and geographic information systems.

In a statement, the companies said the segmentation will enable marketers to more accurately profile Internet audiences using relevant attributes, lifting media effectiveness and engagement. Eyeota clients will be able to target the Helix Personas branded segments across a range of buying platforms including Google DBM, MediaMath, The Trade Desk, TubeMogul, Videology and AppNexus.

“The Helix Peronas data sets will improve campaign efficiency and effectiveness for advertisers,” Eyeota CEO, Kevin Tan, said in a statement. “It expands the depth and breadth of the data available to our clients across Australia.

“The Roy Morgan Helix Personas segments are a crucial link between the offline world of TV, print and traditional media and the highly digitised data-driven online world.”

Roy Morgan Research CEO, Michele Levine, added the partnership with Eyeota would give it the launch platform to take its data into the programmatic space.

“Its specialist platforms around ad serving and audience targeting will provide distribution and scale for our data across the digital, trading and programmatic ecosystems, as well as global reach,”she said.

Earlier this year, Nine Entertainment’s Mi9 business partnered with Roy Morgan to use its Helix Personas tool for a new data services division, Tipstone. The new division will work with customer marketing teams within client organisations to use Nine’s digital assets data for their own customer targeting and measurement.

Read more: SingTel-owned Amobee buys Adconion, Kontera to boost digital advertising might

According to IDC, spending in the real-time bidding market is expected to reach US$74 million (A$81.37m) in 2013, a 105 per cent leap from 2012, while eMarketer expects that figure to nearly double this year to US$131.7 million.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in