Origin Landscape Survey Launched

In the UK, ad association the ISBA has announced the launch of its Origin Media Landscape Survey and audience segmentation tool, based on a study of the media habits of more than 80,000 citizens.

The Origin ad measurement system went into Beta Trials with 35 major advertiser members in September testing real campaign data across YouTube, Meta and linear TV. Debate about its role via-a-vis longstanding broadcaster-backed ad currency standard Barb continues even among major stakeholders in the new system - some apparently see it as challenging the older service and some running alongside and augmenting it. Barb itself continues to innovate and tonight is announcing the launch of a Trustmark QA indicator and opening up access to its co-viewing factors data.

The Origin Landscape Survey is run by independent research agency Differentology and will serve as an audience segmentation tool for ISBA members using the Origin platform. The survey will also shape the panel design and virtual ID universes for the core Origin cross media measurement platform.

Updated quarterly, the data includes demographics, media behaviour, media subscriptions including SVOD ad tiers, product preferences, supermarket preferences, banking, retail loyalty card usage and usage of price comparison sites. This will be accessed via bespoke dashboards designed in partnership with scalable data delivery platform DataTile. All ISBA members will also have exclusive access to a quarterly report focusing on one of the data sets the survey provides.

Sorcha Garduce (pictured), Insight Director at Origin says the study 'provides brands with the data and opportunity to understand... where their audiences are, what they look like, and how to reach them'. She adds: 'we're delighted with the work our partners from Differentology and DataTile have done in bringing this to life'. Differentology CEO Mark James adds: 'Origin is transforming UK advertising measurement and Differentology are delighted to be part of that journey. With the largest cross-media panel ever, powered by our 80k+ interviews annually, our strategic partnership with ISBA is delivering groundbreaking insights, empowering brands to connect deeply with audiences and drive game-changing, data-fuelled media decisions'.

Web sites are at www.originmediameasurement.com , www.differentology.co.uk ,
www.isba.org.uk and www.datatile.eu .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.