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Roy Morgan and partner to help advertisers reach a more targeted audience

Media agencies use Roy Morgan’s data for audience profiling, communication strategy, channel and cross-media planning.

Today Roy Morgan’s Helix Personas announced a partnership with which will empower advertisers to achieve greater ad targeting through Australia’s No 1 property site.

The partnership combines’s millions of property searches per month1 with the most sophisticated audience profiling and ad targeting available, further extending the integration of Roy Morgan’s real-world consumer research with big data in the Australian media buying marketplace.

Media agencies use Roy Morgan’s data for audience profiling, communication strategy, channel and cross-media planning. Helix Personas is a powerful consumer segmentation and data integration tool that codifies comprehensive psychographic, media consumption and behavioural analytics into 56 identifiable Personas across seven Communities.

Michele Levine, CEO, Roy Morgan Research, says:

"This new partnership with is yet another vote of market confidence in our role as the data partner of choice for media owners in today’s data driven, audience-focused media buying landscape.

We believe that Roy Morgan Research has the richest, broadest consumer market research data set in Australia which makes it the perfect match for big, digital data.

“We are particularly delighted to be working with Australia’s No. 1 property site, as the ideal channel to fulfil the immense geo-segmenting capabilities of Helix Personas.”

Claire Harrison, Head of Media Sales, says:

“We are delighted to partner with Roy Morgan’s Helix Personas in order to deliver an improved level of targeting for our media customers, driving further efficiencies for their digital campaigns across desktop, mobile and tablet.

“Our media business is achieving significant levels of growth, particularly in our core categories of banking & finance, utilities, telecommunications, retail & automotive and this partnership will support further growth in these sectors.

“Given the breadth of our audience data, Helix Personas will support our strategy of delivering exceptional results for our media partners.”

For comments or more information please contact:

Tim Martin
General Manager - Media
Office:   +61 (3) 9224 5116

Alice Dohrmann
PR Manager, REA Group
Mobile:  +61 400 326 866

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

About is the leading website in Australia for residential property, attracting an average unique audience across desktop and mobile of more than 3 million Australians every month2. is owned and operated by ASX listed REA Group Ltd ABN 54 068 349 066.


1. Source: Roy Morgan Research, April - June 2014.

2. Property searches conducted on (September 2014). Source: Roy Morgan Research