Origin’s Remarkable Progress: Securing Six New Advertisers and Advancing Towards a Viable Product
A New Era of Cross-Media Measurement: Origin’s Genesis and Global Impact
Origin, a groundbreaking cross-media measurement initiative spearheaded by the UK’s advertising trade association ISBA, has taken a significant leap forward with the addition of six new advertiser stakeholders. This strategic move propels Origin into the next phase of its development, marking a pivotal moment in its journey to transform the way organizations plan and evaluate their marketing campaigns across diverse digital and broadcast platforms.
Origin’s genesis lies in a global movement driven by advertisers worldwide. With the backing of the World Federation of Advertisers, this initiative seeks to address the industry’s need for a comprehensive measurement solution that transcends traditional boundaries and provides actionable insights for optimizing advertising effectiveness.
In 2021, Origin’s partnership with Kantar, a global leader in data, research, and consulting, marked a critical milestone. Kantar was entrusted with the task of constructing a robust single-source household panel, a cornerstone of Origin’s measurement framework. This panel would serve as the foundation for capturing advertising exposure across linear and digital channels, enabling a holistic understanding of campaign performance.
Origin’s unwavering commitment to innovation was further cemented in January 2022, with the successful completion of the first stage of its cross-media measurement proof of concept (POC) evaluation. This milestone demonstrated the initiative’s potential to deliver tangible results and laid the groundwork for its subsequent expansion.
Alpha and Beta Trials: Paving the Way for an Industry-Wide Solution
Origin and ISBA, united in their vision for a viable cross-media measurement solution, set an ambitious target: to deliver a functional product by early 2025. This commitment reflects their unwavering dedication to addressing the industry’s pressing need for a comprehensive measurement framework.
As Origin continues its forward trajectory, it has announced the completion of the Alpha trials, involving prominent advertisers like EE, L’Oréal, PepsiCo, P&G, and Unilever, alongside their trusted agencies EssenceMediacom, OMD, Publicis One, and Mindshare. These trials serve as a crucial step in refining the system’s capabilities and ensuring its readiness for broader adoption.
The next phase of Origin’s journey involves beta trials, scheduled to commence in March 2024. These trials will welcome six new backers: Boots, Colgate-Palmolive, HSBC, Nationwide, Sanofi, and Red Bull. These esteemed brands join the 29 advertiser stakeholders already invested in Origin’s mission to revolutionize cross-media measurement.
Following the beta trials, Origin will embark on a pilot phase, effectively marking its transition to a live operational status. This phase will pave the way for the highly anticipated launch of Origin’s Minimum Viable Product (MVP) in Q4 2024. The MVP represents a significant milestone, as it will offer a tangible solution that advertisers can leverage to optimize their marketing strategies.
Tom George, Origin CEO: A Visionary Leader at the Helm
Tom George, the visionary CEO of Origin, expressed his enthusiasm for the initiative’s progress and the industry’s growing recognition of its importance. He emphasized the platform’s functionality and the availability of valuable data, underscoring the initiative’s commitment to delivering actionable insights to advertisers.
George anticipates a surge in participation from both the buy-side and sell-side as the trial phases unfold throughout 2024. This growing involvement underscores the industry’s eagerness to embrace a solution that addresses the complexities of modern advertising and empowers marketers to make informed decisions.
Conclusion: A Glimpse into the Future of Advertising Measurement
Origin’s unwavering commitment to innovation, coupled with its growing support from industry stakeholders, paints a promising picture for the future of cross-media measurement. As the initiative progresses through its trial phases and towards its MVP launch, it holds immense promise for revolutionizing the way organizations plan, execute, and evaluate their marketing campaigns.
The industry eagerly awaits the full realization of Origin’s potential, confident that it will usher in a new era of data-driven decision-making, enhanced campaign effectiveness, and ultimately, a more vibrant and thriving advertising ecosystem.