Following the recent IPA led session outlining UK cross platform and media measurement solutions, UK advertisers have reasserted their support for the WFA aligned Origin initiative as the only measurement solution that will fully deliver their ‘North Star’ cross media requirements.

In a session that also included BARB, Sky’s Cflight, as well as leading measurement providers, advertisers identified the strong progress and development of the ISBA led Origin initiative and called upon media owners and agencies to join and engage in the programme.

Speaking following the session Sarah Mansfield, Unilever’s Vice President Global Media and Vice President of ISBA, said:

“The advertisers’ North Star is clear, we need a solution that scales not just for TV and video but is truly cross media, and one that scales to our future needs beyond just reach and frequency, capable of linking to outcomes and allowing us to truly optimise our plans in flight. What was clear from the IPA session is that the only solution that can provide for this and meets the WFA North Star is the Origin solution currently in development”.

Peter Duffy, CEO Money Supermarket and President of ISBA commented:

“The UK has a rich heritage in robust audience measurement but as the media landscape continues to evolve and develop, so does the way in which we plan and evaluate our media spend, and we need measurement services to adapt in line with these changes. We commend the ambition and progress of Origin, and we call on the entire industry, agencies, and media owners alike to join with us on this goal of realising true cross media measurement”

Origin recently published an independent proof of concept of the WFA technical framework and shared with the IPA event proposals for governance and funding, designed to extend collaboration across media owners. Origin also set out its proposal to make data available for reporting and planning purposes use cases which have been developed with the advertiser and agency community.

Phil Smith, Director General of ISBA, went on to say:

“ISBA represents the UK’s top advertisers, including more than 70 of the 100 highest spenders in the country. Members are delighted with the progress demonstrated by Origin in the two years since its launch. True cross media measurement is the top priority for members and will fulfil a critical business need as they drive for greater effectiveness and efficiency. ISBA’s Council and Executive Committee have reaffirmed Origin as ISBA’s Big Audacious Goal, as we move into the critical build phase and towards an alpha trial.

Because advertisers have specified Origin’s use cases through the WFA North Star and see it as central to their marketing operations when it is successfully delivered, they recognise that the advertiser community will need to shoulder its share of funding. In the first quarter of 2022, ISBA will therefore conduct an industry consultation on how Origin should be funded, including proposals to part-fund the service via a voluntary levy on media spending.”

The next step for Origin is a build and trial phase which will go through alpha and towards beta next year.