Adshel and Roy Morgan to boost targeting capabilities for advertisers

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

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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​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.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in