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Roy Morgan Partners with Property Specialist
In Australia, Roy Morgan Research has partnered with property and lifestyle publisher REA Media, to combine the latter's online property search data with information from its own Single Source face-to-face survey of over 50,000 consumers.
REA's web sites realestate.com.au and realcommercial.com.au boast millions of monthly visitors, and Roy Morgan says combining the data will create 'a powerful new market research database of the psychographics and purchase intentions of Australia's property hunters.' Among the benefits, REA Media says it can provide advertisers with better targeting and performance while 'enriching the experience for site visitors', with more relevant ads and offers going 'far beyond their property searches.'
In addition, Roy Morgan's Data and Analytics team will develop a number of segmentation models based on the behaviour and attitudes of the sites' audience, as well as their purchase intentions. These models will be rolled out via Roy Morgan's widely-used media planning software Asteroid.
Jonas Jaanimagi, Head of Media, REA Group, says: 'By combining Roy Morgan Research's data with our own we will be able to further support our core advertising partners in property, utilities and finance, while also modelling more accurately consumer intent for the products and services offered by clients in other key verticals such as travel, retail, auto and telecommunications.'
Tim Martin, Digital Director, Roy Morgan Research, says that 'the possibility of a world without third party cookies' is causing the digital media industry to look at using other sources of insight such as Single Source and Roy Morgan's new consumer profiling tool Helix Personas. He adds: 'This is a very exciting opportunity to work with Australia's No. 1 property site.'
Roy Morgan is online at www.roymorgan.com .
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