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 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in