Shopper Media Group launches smarter audience targeting with integration of Roy Morgan Helix Personas

Original article by Roy Morgan
Market Research Update – Page: Online : 29-Mar-18

Shopper Media Group, Australia’s fastest-growing retail digital out-of-home business, has announced a partnership with Roy Morgan and Helix Personas that will allow brands the most efficient audience targeting across Shopper Media Group’s shopping communities. Shopper Media Group CEO Ben Walker, says the new partnership will equip Shopper Media Group with the capabilities to offer media agencies and marketers more effective and targeted media buys and will allow our shopping centre partners to better customise their marketing communication based on a better understanding of their local shopping audience catchment. Roy Morgan Helix Personas is a unique and powerful consumer segmentation methodology that combines sophisticated psychographic and behavioural data to classify the Australian population into 56 Personas and 7 Communities. This allows Shopper Media Group to understand in depth the types of personas and communities that shop in their centres.


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