Roy Morgan and Are Media to work on social media insights

The agreement will see Roy Morgan incorporate Are Media’s social media audiences across Instagram, Facebook and other platforms in its Single Source database.

Single Source is a market research database providing consumer and market profiles to users, and is based on data from more than 50,000 people.

The deal will allow users of Single Source to get audience insights from Are Media and use it to target and formulate advertising content and campaigns.

The expanded partnership between the two companies builds on existing work on print and digital audiences and will come into effect in the second half of the year.

Michele Levine, chief executive at Roy Morgan, said: “As Australia’s leading omnichannel content company for women, Are Media has a well-established reputation for delivering insight-led and engaging content across its platforms. This level of insight is currently not available to advertising partners anywhere else, including from the social media platforms.

“This expanded partnership will enable Are Media to have deeper insight into its social media audience and deliver exclusive metrics to its advertising partners.”

Andrew Cook, director of sales at Are Media, said: “By expanding our partnership with Roy Morgan, we’re aiming to provide our advertisers with a more complete picture of our social profiles by brand, to better target campaigns.

“These new insights will allow us to understand our social audience as well as we do our print and digital audiences, both from an editorial and commercial perspective.”