Partners Offer Mobile Targeting of Roy Morgan Segments

Roy Morgan has announced an exclusive partnership with location technology provider AdNear, allowing the research firm's Helix Personas segments to be targeted on over 11 million mobile devices across Australia and New Zealand.

AdNear's mobile device inventory has been coded at the unique user level with segments fromHelix Personas, which combines comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable Personas across seven Communities. Marketers can now choose a Persona - for example Smart Money, New School Cool or Looking Good - and then target them at specific times and locations.

Roy Morgan Research CEO Michele Levine (pictured) says AdNear is 'a perfect partner', allowing Roy Morgan 'to unleash the power of Helix Personas in to the mobile world'. She adds: 'Their unique location intelligence platform, with its formidable audience targeting capabilities, will provide distribution and scale for our data as well as global reach'.

Anil Mathews, Founder & CEO of AdNear, comments: 'When appended to Roy Morgan's Helix Personas, our location technology from over 11 million device profiles enables us to offer a unique mobile data-driven marketing solution that is the first of its kind in the Australian market.'

Web site: www.roymorgan.com .