Are Media adds social media audience data to Roy Morgan’s market research database
Are Media is adding its social media audience data across its Instagram, Facebook and other platforms to Roy Morgan’s Single Source market research database.
The agreement is part of an expanded partnership between the two firms, with Are Media as the first Australian media partner to provide Roy Morgan with comprehensive audience insights into its social channels.
Are Media director of sales Andrew Cook
Are Media director of sales Andrew Cook said the expanded partnership aimed to provide advertisers with an in-depth understanding of the company’s social audience profiles.
“By expanding our partnership with Roy Morgan, we’re aiming to provide our advertisers with a more complete picture of our social profiles by brand, to better target campaigns,” Cook said.
“In today’s market, many of the commercial campaigns we create for clients are social-first, as a result of our extensive social footprint and the increased demand for social content including video, reels and shoppable functionality. These new insights will allow us to understand our social audience as well as we do our print and digital audiences, both from an editorial and commercial perspective.”
Roy Morgan’s Single Source database provides consumer and market profiles sourced from some 50,000 interviews completed by the company’s researchers, surveying participants on everything from lifestyle and media consumption habits, and purchase intention to obtain fully rounded customer profiles.
Are Media said it has some 21 million social connections across its network, and it aims to capitalise on the growing advertising spend on social media. Citing SMI data, the company said advertising spend on social media remains the fastest growing digital sector, up 14.7% in 2022.
Are Media’s top performing titles on social media
Roy Morgan chief executive Michele Levine said: “As Australia’s leading omnichannel content company for women, Are Media has a well-established reputation for delivering insight-led and engaging content across its platforms. This level of insight is currently not available to advertising partners anywhere else, including from the social media platforms.”
“This expanded partnership will enable Are Media to have deeper insight into its social media audience and deliver exclusive metrics to its advertising partners.”
The partnership will go live in H2 2023.
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