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

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in