Adshel and Roy Morgan partner to target audiences on the go

Adshel and Roy Morgan Research have announced a partnership that gives advertisers the ability to profile and precisely target locations where commuters work and shop – not just where they live.

Adshel is Roy Morgan’s foundation out-of-home partner on Helix LIVE | WORK | SHOP. The game-changing partnership will allow Adshel to provide enriched data for more precise targeting, profiling those who transit through specific locations to shop and work. Helix is Australia’s leading geo-digital psychographic segmentation tool.

Utilising Roy Morgan’s Helix Personas for location profiling across Adshel’s national network, together with revolutionary advancements in data science, media agencies and marketers will be able to drill down on commuter data like never before – identifying those who live in a particular location, as well as those who visit that area to work or to shop.

“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,” said Adshel head of marketing Charlotte Valente.

“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 – the ability to pinpoint with surgical precision the right consumer at the right time, right where they live, work and shop.

“LIVE |WORK | SHOP reveals, for the first time, the movement patterns of Australians, anywhere across the nation.

“Our data science gives Adshel and its clients a unique edge.”