Australia's Are Media in Roy Morgan Social Media Deal

Australian media group Are Media has expanded its partnership with MR firm Roy Morgan to gather exclusive worldwide audience insights from its network of social media channels.

Are Media is owned by Sydney-based investment firm Mercury Capital was formed after the purchase in 2020 of the assets of Bauer Media Australia and includes former assets of Pacific Magazines, AP Magazines and Australian Consolidated Press. The new deal brings its social media audiences across Instagram, Facebook and other social platforms into Roy Morgan's official Single Source database, which includes data from more than 50,000 Roy Morgan Australian consumer interviews each year along with sample from New Zealand and Indonesia,.

Are says the deal will make it 'the only Australian media partner to offer comprehensive audience insights into its social channels, giving advertisers a more accurate profile of its social audience, to deliver commercially driven social campaigns that engage the right audience'. Director of Sales Andrew Cook (pictured) comments: 'In today's market, many of the commercial campaigns we create for clients are social-first, as a result of our extensive social footprint and the increased demand for social content including video, reels and shoppable functionality. These new insights will allow us to understand our social audience as well as we do our print and digital audiences, both from an editorial and commercial perspective'.

Roy Morgan CEO Michele Levine adds: 'As Australia's leading omnichannel content company for women, Are Media has a well-established reputation for delivering insight-led and engaging content across its platforms. This level of insight is currently not available to advertising partners anywhere else, including from the social media platforms'.

The partnership will go live in H2 2023.

Web sites: www.roymorgan.com and www.aremedia.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.