AdNear ramps up location-based mobile marketing

Pippa Chambers
By Pippa Chambers | 19 May 2015

Data platform AdNear, which leverages historical location and context to power data-driven marketing for advertisers, has announced a partnership with independent Australian research and data company Roy Morgan.

The “exclusive” deal follows hot on the heels of the Adshel and Roy Morgan announcement last month, which for the first time, allowed advertisers to target specific consumer audiences via Adshel’s Out of Home (OOH) media assets using Roy Morgan’s Helix Personas.

The difference is that this time, AdNear will use Helix Personas – a consumer segmentation and data integration tool – to target mobile devices.

The AdNear partnership enables Helix Personas to be targeted on more than 11 million devices across Australia and New Zealand. It combines comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable “Personas” across seven Communities.

Anil Mathews, founder and CEO at AdNear, said that, for the first time, marketers will be able to choose a Persona and then target it at specific times and locations – extending their reach beyond traditional media.

It also allows media agencies and brand advertisers to identify the optimal locations and creative strategies to deliver the right message to the right people at the right time.

Mathews said the new capability helps brands integrate their online and offline campaigns around audiences and optimise their spends across traditional and digital media.

CEO at Roy Morgan Research Michele Levine said: “This latest strategic partnership adds an entirely new dimension to mobile marketing and consumer insights in Australia and New Zealand, and for our clients, expands the boundaries of just what’s possible in today’s media buying landscape.”

Back in October last year Yahoo7 and Roy Morgan also announced a new commercial partnership that integrates Helix Personas with Yahoo7’s advertising solutions.

The partnership combined Yahoo7’s online insights with Roy Morgan’s geo-psychographical behavioural segmentation to provide advertisers with more effective targeting for specific audience groups across the Yahoo7 network.

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