Roy Morgan has introduced a new measurement tool that allows brands to measure audiences across devices and says it is “upping the ante” on transparency and accountability of digital.
The business says the new capability will give marketers more visibility across digital campaigns on websites and apps across multiple devices.
Capabilities now include measuring: Unique Audience by each type of device; Unique audience by each type of device; Total unique audience (de-duplicated) across devices; Unique audience by postcode. Roy Morgan has also added a raft of new audience segments across its 'Single Source' data.
The measurement tools allow advertisers to understand the unique audience consuming content by desktop computer, mobile and tablet, but more importantly, calculates the duplicated audience across those devices.
Howard Seccombe, Roy Morgan chief digital officer, says: “Never before has any digital audience platform offered such a detailed and accurate view of online behaviour linked to offline behaviour. Clients using Roy Morgan Audiences already benefit from online audience profiling by Helix Personas in a platform that is independent and accurate.
“In a world where transparency and accountability for advertising dollars is paramount, Roy Morgan Audiences now ups the ante by delivering de-duplicated audience counts down to a postcode level so advertisers can be sure about how and where their digital spend is performing.”
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