May 19, 2015, Sydney, Australia: AdNear and Roy Morgan today announced an exclusive partnership that enables Helix Personas to be targeted on over 11 million devices across Australia and New Zealand. For the first time, marketers will be able to choose a Persona and then target them at specific times and locations, significantly extending their reach beyond traditional media.

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. This unique capability helps brands integrate their online and offline campaigns around audiences and optimise their spends across traditional and digital media.

Helix Personas is a powerful consumer segmentation and data integration tool that combines comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable Personas across seven Communities. AdNear has coded its mobile device inventory at a unique user level with Helix Personas.

Michele Levine, CEO, Roy Morgan Research, says: “AdNear is a perfect partner for Roy Morgan to unleash the power of Helix Personas in to the mobile world. Their unique location intelligence platform, with its formidable audience targeting capabilities, will provide distribution and scale for our data as well as global reach. For the first time, it will be possible to advertise directly to a Smart Money, New School Cool, Looking Good or any other specific Helix Persona via their mobile device.

“This latest strategic partnership adds an entirely new dimension to mobile marketing and consumer insights in Australia and New Zealand, expanding the boundaries for our clients of just what’s possible in today’s media-buying landscape.”

Anil Mathews, Founder & CEO, AdNear, says: “We’re excited to partner with Roy Morgan to bring its powerful research insights into the mobile eco-system for partners in Australia. For a marketer, it is ideal to be able to extend the audience reach into mobile using the same currency. When appended to Roy Morgan’s Helix Personas, our location technology from over 11 million device profiles enables us to offer a unique mobile data-driven marketing solution that is the first of its kind in the Australian market.”

For comments or more information about Helix Personas, please contact:

Roy Morgan Research Vaishali Nagaratnam Phone: +61 (3) 9224 5309

AdNear Cameron Curtis Phone: +61 411 550 505

About AdNear

AdNear is a leading location intelligence company that leverages historical location and context to power data-driven marketing for advertisers. The company’s data platform is built on top of proprietary technology, giving it the strength of location awareness without the need for GPS or operator assistance. Founded in 2012, AdNear is now headquartered in Singapore with a presence across Australia, South East Asia, Japan and India. To date, the company has reached a massive 710+ million device users and works with marquee brands such as P&G, Woolworths, Audi, Unilever, BMW, Adidas, Ford, Samsung, and IKEA. AdNear is backed by investments from leading venture capitalists Sequoia Capital, JPM Private Equity Group, Telstra Ventures & Global Brain. Visit to find out more.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research and data company with operations across 12 Asia Pacific countries, as well as the United States and the United Kingdom. Specialising in media and market research, audience targeting and data enrichment, Roy Morgan has over 70 years’ experience in collecting accurate and independent consumer and business information. Visit to find out more.