Adshel in New Zealand has partnered with Roy Morgan to extend its data and insights capabilities.

Research company Roy Morgan will apply its Helix Personas data integration tool across Adshel's out-of-home panels in New Zealand.

Adshel New Zealand's general manager Nick Vile said the partnership will enable the out-of-home media company to better plan campaigns.

"As out-of-home advertising continues to push the boundaries in campaign effectiveness, we are delighted to be bolstering our already existing proximity targeting tool with the sophistication of Roy Morgan's Helix Personas."

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Roy Morgan's John La Rosa, general manager client services - Agencies ANZ said Helix Personas allows advertisers to identify specific consumer behavioural and psychographic segments based on location.

Adshel is a joint venture between NZME owner APN News and Media, and the US company Clear Channel Communications.