Origin, the UK cross media measurement initiative, has announced the completion of its proof of concept, successfully measuring cross media campaigns across TV and digital.

The Origin proof of concept is a real-life test of the core approach for estimating deduplicated coverage and frequency across media, called the Virtual ID model. During 2021, Origin worked together with independent partners Ipsos utilising their single source panel, and RSMB, in building and evaluating real models, to understand the power and strength of this approach. The POC was a two-stage test, the first centred on the application on panel-based TV data, and the second on the ability of the model to be applied to cross media campaigns across TV and digital. Performance in both tests exceeded our expectations.

The completion of the proof of concept is an important step and independent validation of the proposed approach defined by the WFA. Origin now looks forward to the next stage of its development, further testing and building a real service to deliver to market.

Joe Lewis, Origin Research Director commented: “The independent and trusted work conducted by RSMB is yet another validation of the approach we are taking, and a stamp of reassurance to the industry. The proof of concept has successfully tested and validated the application not only to TV data but also in explaining cross media campaigns across TV and digital, successfully preserving correlations across both. There can be no denying now that, as a concept, it works, it is tested, and validated by independent 3rd parties.”

Bobi Carley, ISBA’s Head of Media said: “For marketers the holy grail of true cross media measurement is not a nice to have it’s a must have. This latest validation of Origin is another step towards making cross media measurement a reality.”