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Scooped by
egta
onto Project Origin November 21, 2024 9:12 AM
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Scoop.it!
Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb's TV audience data.
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Origin, ISBA’s UK cross-media measurement programme, is beginning the implementation of its independent audit framework.
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The survey of 80,000 Brits aims to track demographics, media behaviours, subscriptions (including SVOD ad tiers), product preferences and more.
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The broadcaster's commercial boss urged UK advertisers to push back against plans by Isba to use non-Barb TV audience data in its cross-media measurement initiative ahead of trials.
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Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group's head of performance marketing and CRM.
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Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb's TV audience data.
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Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.
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Exclusive: Barb is in active talks to join Origin under a plan that would see the cross-media measurement platform incorporate two reports with different viewability standards.
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Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?
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