Roy Morgan launches new measurement tools as pressure grows on marketers over digital spend

Roy Morgan Research has unveiled a series of audience measurement tools which it claims will provide greater insight for advertisers over their digital marketing campaigns.


The company said the four new metrics, which include providing unique audience figures based on postcodes, will run alongside its daily unique audience by Helix Personas.

The launch of the measurement tools come at a time when the amount of money marketers are throwing at digital channels is under increasing scrutiny. Senior industry figures, including Google Australia boss Jason Pellegrino, have called on media and digital companies to work more closely to provide cross-platform measurement.

Roy Morgan, which has argued it already calculates cross media measurement, has now expanded its product range with advertisers and publishers now able to analyse unique audiences viewing content on desktops, mobiles and tablets. It will also calculate unique audience overlap across multiple devices.

“An advertiser will not only understand how many impressions are reaching new viewers but how many are being seen again on second or third screen devices their audience is using,” the firm explained.

The new postcode metric will give advertisers more granular detail on who is consuming content while it will also break down audiences into market segments that it claimed will allow clients to “understand how effective their campaign is at reaching their target audience”.

Roy Morgan chief digital officer, Howard Seccombe, claimed the level of detail will be unrivalled.

“In a world where transparency and accountability is paramount, Roy Morgan Audiences now ups the ante by delivering de-duplicated audience counts down to a post code level so advertisers can be sure about how and where their digital spend is performing,” he said.


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