Advertisers will now be able to target specific types of people with outdoor advertising, through a new partnership between Adshel and Roy Morgan.
The partnership sees Adshel's out of home (OOH) assets segmented using Roy Morgan's geo-locating tool, Helix Personas. The tool uses “comprehensive psychographic, media consumption and behaviour analytic” data to segment audiences into 56 identifiable personas across seven “community” groups including “Leading Lifestyles”, “Today's Families” and “Battlers”.
Adshel has coded its entire OOH inventory using the Helix Personas, which Adshel chief revenue officer David Roddick said will give media agencies and brand advertisers the ability to “deliver the right message to the right people at the right time”.
“One of Adshel’s key values is being able to offer flexible and precise targeting to our clients,” Roddick said. “By being a partner of Roy Morgan's Helix Personas we have the opportunity to create bespoke campaigns beyond targeting basic demographics.
“These insights add an entirely new dimension to our national network, encouraging advertiser strategies that offer consumers greater relevance when they’re out of home.”
Roy Morgan Research GM media Tim Martin said the partnership brings the Helix Personas tool to outdoor media “on a grand scale”.
“As a geo-locational segmenting tool, Helix Personas is a natural partner for OOH media,” Martin said.
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