Adshel New Zealand has extended its “groundbreaking” partnership with research company Roy Morgan, which for the first time will offer advertisers the ability to profile and precisely target locations where commuters live, work and shop.
Helix Live Work Shop will allow Adshel to provide enriched geo-location data for more precise targeting, profiling those audiences from where they live through to where they work and shop.
Roy Morgan’s Helix Personas is a leading geo-digital psychographic segmentation tool. The added data layer this partnership delivers to advertisers, reflects the growing importance and power of geolocation marketing to identify, reach and target consumers based on their physical location.
“Utilising Helix Personas for location profiling across Adshel’s national footprint, together with revolutionary advancements in data science, media agencies and marketers will be able to drill down on commuter data like never before,” said Adshel marketing head Elaine Gibbons in a statement.
“Previously, Helix Personas allowed us to identify and target an audience by their psychographic profile based on where they live,” she says.
“Agencies will now be able to identify target audiences that live in a particular location, and those who visit the area to work or to shop.”
“Agencies will now be able to not only identify target audiences that live in a particular location, but also those who visit the area to work or to shop.
“The unrivalled scale of the Adshel network, coupled with specific selection of sites against finely honed audience profiles, will drive the effectiveness and results for our advertisers.
“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.”
Elained Gibbons says the Roy Morgan data science gives Adshel and its clients a unique edge. “We understand that people who are exposed to out-of-home advertising in, for example the CBD, don’t necessarily live in the area, most of them travel to work and shop there,” she says.
Roy Morgan ceo Michele Levine said: “This innovation is the holy grail of audience targeting.”
About Adshel
As a leading out-of-home media company, Adshel allows advertisers across Australia and New Zealand to connect, engage and influence commuters where they work, live, shop and play. Adshel is the most recognised name in street furniture, and a key player in the out-of-home media market, reaching 82%* of New Zealanders. Adshel was formed in 1997 and is wholly owned and operated by HT&E.
Looking ahead, Adshel will continue to lead the market in innovation and insights with a world-first national digital roadside network and industry-leading consumer research programmes.
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