AdNear and Roy Morgan partner on Helix Personas targeting

AdNear and Roy Morgan have teamed up to bring real-time location targeting to the Helix Personas data.

The release:

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 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 optimize 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 audience targeting capabilities will provide distribution and scale for our data as well as global reach.”