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.