Roy Morgan in Geolocation Partnership

In Australia, Roy Morgan Research has teamed up with Adshel to help advertisers profile and precisely target locations where commuters work and shop - 'not only where they live'. The new service is based on the Helix geo-digital psychographic segmentation tool.

The outdoor ad company will be Roy Morgan's 'foundation out-of-home partner' for the service, branded as Helix LIVE | WORK | SHOP. Adshel will profile people who transit through specific locations to shop and work, making use of Roy Morgan's Helix Personas segmentation.

Adshel Head of Marketing Charlotte Valente comments: '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 (pictured), the service 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'.

The research firm is online at www.roymorgan.com .