Adshel inks Roy Morgan data deal in 'holy grail' audience move

Lindsay Bennett
By Lindsay Bennett | 9 October 2017

Adshel has bolstered its geo-targeting capabilities through a new partnership with Roy Morgan Research.

The new deal will give advertisers the ability to profile and more precisely target locations where commuters work and shop.

Adshel head of marketing Charlotte Valente says the added data layer the partnership delivers to advertisers reflects the growing importance and power of geo-location marketing to identify, reach and target consumers based on their physical location.

"The ability to precisely target an audience at broadcast scale through detailed profiling and enhanced targeting at specific locations will bring advertisers even closer to their target audiences," Valente says.

She says Adshel has the scale and flexibility to precision target across a national network with 19,000-plus touchpoints across six metro cities, "providing advertisers with the ability to identify and target consumers wherever they live, work and shop".

According to Roy Morgan CEO Michele Levine this innovation is the "holy grail" of audience targeting.

She says adding its data science gives Adshel an edge over its competitors.

The out of home sector has been going from strength-to-strength in terms of not only revenue, but tech and targeting advancements too.

In August Ooh!Media, which at the time revealed an 18% spike in revenue, said it was investing heavily in data to revolutionise the way clients and agencies can plan and buy. Also this year Havas launched an out-of-home agency; Ooh's acquired Junkee launched spin-off content plays backed by OOH targeting and VMO launched programmatic out of home ad serving.

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