In an increasingly fragmented, data-driven media landscape, Eyeota and Roy Morgan Research have partnered to make Helix Personas available in the New Zealand digital, programmatic trading marketplace.
As the leading international audience data marketplace with over 1 billion uniques from local publishers across Asia-Pacific, New Zealand, and Europe, Eyeota has signed a global data partnership agreement with Roy Morgan Research, Australia's longest established market research company.
Roy Morgan Research has the richest, broadest consumer research data set in the New Zealand market, used for audience profiling, communication strategy, channel and cross-media planning.
Roy Morgan Research’s data is used by mainstream media agency groups as well as leading client brands in financial services, automotive, telecommunications, consumer goods and retail.
Helix Personas is a powerful consumer segmentation and data integration tool that combines sophisticated psychographic, media consumption and behavioural analytics to segment the New Zealand population into 51 Personas and seven Communities.
The partnership enables Helix Personas to be distributed throughout Eyeota’s data marketplace so that agency trading desks and direct advertiser clients can utilise Helix Personas for audience targeting within the programmatic trading ecosystem.
The Helix Personas branded segments will enable marketers to accurately profile internet audiences using highly relevant and trusted attributes which have been proven to increase media effectiveness and engage exactly the right target markets.
Eyeota clients can now target the Helix Personas branded segments on the top 50 media buying platforms including Google DBM, DFP Premium, MediaMath, The Trade Desk, Turn, AppNexus, Brandscreen, Audience Science, Radium One, Sizmek, TubeMogul, Videology, and Adap.tv. The segments are also available to all our major trading desk partners including Xaxis, Accuen, Amnet, Ikon, Vivaki, Cadreon, and Sparc Media.
Kevin Tan, CEO – Eyeota, says:
“As the leading audience-targeting data marketplace in New Zealand, we are delighted to be working with Roy Morgan. The Helix Personas data sets will improve campaign efficiency and effectiveness for advertisers. It expands the depth and breadth of the data available to our clients across Australia-New Zealand.
“The Roy Morgan Helix Persona segments are a crucial link for advertiser sbetween the offline world of TV, print and traditional media and the highly digitised, data-driven online world.”
Pip Elliot, General Manager New Zealand – Roy Morgan Research, says:
“Helix Personas can profile retailers’ existing customers to reveal insights into their behaviours, attitudes, values and consumption patterns. Appropriate marketing strategies can then be formulated, from marketing communications and local area plans to store locations and product stock optimisation.”
Find out more about Helix Personas.
For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Roy Morgan Research New Zealand
Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.