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Roy Morgan releases new ‘political’ audience segments for advertisers and media agencies to reach Undecided and Swinging Voters

The new audience segments enable advertisers such as political parties and others to precisely target audiences made up of; undecided and swinging voters to those concerned with issues such as health, education, the environment, tax, defence, rural & regional issues, unemployment, improving business conditions, crime, workplace and immigration.
Roy Morgan Research today announced the launch of a collection of ‘political’ audience segments for use by Australia’s advertisers and media agencies in the lead up to the Federal Election. The audience segments are available through Roy Morgan’s network of media and data partners across; programmatic, premium digital display / video advertising, mobile advertising, email, direct and unaddressed mail.

The new audience segments enable advertisers such as political parties and others to precisely  target audiences made up of; undecided and swinging voters to those concerned with issues such as health, education, the environment, tax, defence, rural & regional issues, unemployment, improving business conditions, crime, workplace and immigration.

The segments are available now on Yahoo!7 and Facebook via Acxiom in addition to Eyeota, Near, Mi9, Big Mobile and Greater Data.

Howard Seccombe, Chief Digital Officer, Roy Morgan Research, says:

“With the federal election on July 2, a lot of attention will be placed on winning the hearts and minds of voters. Whether it be political parties wishing to target swinging voters or business groups lobbying on key issues of health or education, the Roy Morgan political segments will be the must have in the marketeers toolkit this election.”

Dan Richardson, Head of Data & Targeting, Yahoo!7, says:

"With such a long election campaign it's more important than ever to avoid a 'one ad fits all approach' and actually engage voters on the key issues in their electorate. We're excited to partner with Roy Morgan on this and offer a new level of targeting to advertisers across Gemini Native, premium display and Programmatic.”

Trent Lloyd, Co-founder, Eyeota, says:

"Digital advertising and audience data play an increasingly important role in helping political parties to secure votes. These new Roy Morgan political segments will empower not only political parties and candidates but lobby/interest groups and industry associations by connecting them with potential voters the moment they show interest in a particular issue.”


For comments or more information, please contact:

Roy Morgan Research

Howard Seccombe                     or                          Tim Martin

P: +61 434 602 386                                                 P: +61 401 696 880

Howard.Seccombe@roymorgan.com                      Tim.Martin@roymorgan.com