Roy Morgan Research and Big Mobile partner up to further power its new Profile+ product offering

Roy Morgan Research has partnered with Australian independent Mobile specialist Big Mobile to further power their Profile+ product through an Australian first approach to data driven mobile advertising. 

The capability uses data from Roy Morgan’s Single Source and Helix Personas coupled to Big Mobile’s Profile+ data with initial campaign tests showing an uplift in engagement levels of up to 47% compared with standard mobile advertising targeting methods.

Testing of the Roy Morgan Single Source powered Profile+ targeting models included a range of vertical sectors including travel, banking & finance, and technology. The engagement metrics measured included interaction rate (eg. Swipes, taps), conversion rate (eg. Click to call, form completion) and dwell time (time spent on the ad).

The results demonstrated a substantial lift across all standard engagement metrics for mobile advertising campaigns.  The chart below outlines the range of uplifts achieved for each engagement metric.

Says Dr John Hawkins, Big Mobile’s Head of Data Science: “Developing a key partnership with Roy Morgan has given us the ability to take data driven mobile advertising to the next level.

“Advertisers will benefit from more enriched audiences with the ability to reach and engage with those consumers most likely to be interested in a brands products or services.

“These results show the great advantage of data driven capability in mobile advertising to increase campaign engagement levels and drive ROI.”

Says Graham Christie, group commercial director and partner at Big Mobile: “Not all audiences are equal and advertisers are rightly becoming more discerning towards spend.  This partnership delivers a market leading product that enables brands to connect with real potency.”

Says Tim Martin, digital director client services at Roy Morgan Research: “This is a very exciting development in the Australian mobile advertising industry. Roy Morgan’s Single Source data provides a rich set of anonymised and aggregated predictors of purchase behavior, lifestyle goals and product attitudes collected from over 50,000 Australians every year. This test clearly demonstrates that using our predictors generates a substantially increased audience engagement for mobile advertising.”