New Features for Origin Beta Triallists

Origin, the UK cross-media audience measurement initiative launched by advertisers' association ISBA, has added two new features in its Beta trial phase - demographic filtering and incremental reach reporting.

Origin is part of a global, advertiser-led initiative backed by the World Federation of Advertisers and aims to help organisations plan and measure campaigns across digital and broadcast platforms. The initiative moved into its Beta stage last September - 35 major advertiser members are trialling the system, which is scheduled to launch for general use at the end of the second quarter of this year.

The new demographic filtering feature allows users to measure ad campaign delivery across more audience classifications based on sex and age (in three brackets, 16-34, 35-54 and 55 plus). Incremental reach reporting allows subscribers to analyse additional reach contribution per channel/provider by 'anchoring' the channel of their choice and then measuring the incremental coverage added by the other channels in the campaign. Both features are available immediately.

Origin CEO Tom George (pictured) says the programme is 'at a very exciting stage of its development with 32 advertisers and 14 agencies onboarded and using the platform to measure deduplicated reach and frequency of their ad campaigns across YouTube, Meta and linear TV. We have listened to our stakeholders and these two new product features allow users to generate even more insight from their campaigns, helping to deliver more effective and efficient campaigns by improving decision-making in an increasingly complex market. Origin benefits will be open to all advertisers when we [move] the platform to general availability later this year'.

Web sites: www.originmediameasurement.com and www.isba.org .

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