Origin, the cross-media measurement initiative launched by advertiser trade group ISBA, has this morning announced the addition of two new features — demographic filtering and incremental reach reporting — as part of its ongoing beta trial phase.
Demographic filtering allows advertisers to measure campaign reach and frequency for specific demographic groups based on sex and/or age. Incremental reach reporting, meanwhile, enables advertisers to choose one channel as an ‘anchor’, and then see the incremental reach delivered by each other channel within a campaign.
Both features are immediately available to the 32 brands and 14 agencies taking part in the beta trials.
“These two new product features are important steps in increasing the utility of Origin by allowing us to measure audiences at a more granular level and to interrogate the components of a campaign that are important in helping us achieve our own individual campaign objectives,” said Sam Hunt, brand media lead at Lloyds Banking Group, one of the advertisers involved in the beta trials.
Preparing for launch
Origin has been in the works since 2019, when it was first announced as the UK’s implementation of the World Federation of Advertisers’ (WFA’s) drive to establish cross-media measurement principles.
After years of consulting and development, a full rollout for Origin is now fast approaching. The beta trials have put live campaign data, measuring deduplicated reach and frequency across YouTube, Meta, and linear TV, into the hands of advertisers for the first time. Once the beta trials end in Q2 this year, Origin will be made generally available to the market.
Origin said last year that more media owners would be integrated into the platform before the tool is formally released to the market, though it’s not currently clear how comprehensive Origin’s coverage will be. Not all media owners have been too receptive to the project, meaning Origin has had to find ways to measure some media channels without the direct input of the companies being measured.
But alongside Origin’s total coverage, buyers will be keen to see additional product features — like those announced today — added to the final product. During the consultation phase in the early days of the project, advertisers presented a long wish list of solutions and features they’d like to see covered by cross-media measurement solutions. Total deduplicated reach and frequency measurement is the starting point for Origin, and the company says today’s releases are part of an “extensive development roadmap”.
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