Roy Morgan Research and Eyeota debut Helix Personas Indonesia

Indonesian market research firm Roy Morgan Research and Eyeota have partnered to launch Helix Personas Indonesia in the digital and programmatic trading marketplace. This is to enable Indonesian advertisers to reach their target audiences in the digital landscape in real time, via programmatic media activation.According to a press statement, the tool looks to allow media agencies to unlock insights into their clients’ target audience. This is by translating contact databases into easily understandable and actionable personas. Brand owners can use Helix Personas to understand exactly who and where their customers are, including key values, purchasing behaviours, demographics and media habits.The statement added that this can enable brand owners to reduce marketing spend by knowing exactly where to advertise, and grow their businesses with strategically placed store locations, stocked with the most relevant products for their customers.“Having worked with Eyeota to allow advertisers in Australia and New Zealand to reach their target personas through the Eyeota marketplace, we’ve seen firsthand the success achieved when local audience data is leveraged within marketing strategies,” Howard Seccombe, chief digital officer at Roy Morgan Research, said.“The new availability of Helix Personas Indonesia will create a much more efficient way for brands to engage with local consumers with relevant ads and content. We are thrilled to be their first activation partner in the local Indonesian market,” Kevin Tan, CEO, Eyeota, said.