Advertisers set to target specific consumer audiences via Adshel’s Out of Home capabilities media assets using Roy Morgan’s Helix Personas
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.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...
Martin Valovič
Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia
The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.
Joe Hawks
Data privacy 2021: What should be front and centre for the CMO right now
Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online
Joe Hawks
The new rules of Millennial marketing in 2021
In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...
Fred Lawrence
DoorDash launches in Australia