Origin, the UK cross-media measurement initiative has signed up six more advertiser stakeholders who are joining just as the results from the current alpha trials are being processed.

The six advertisers, Boots, Colgate-Palmolive, HSBC, Nationwide, Sanofi and Red Bull, are joining ahead of beta trials of the Origin product which are due to start this March. This brings the total number of advertiser stakeholders to 35, who between them account for circa £2.5bn of UK ad spend.

Commenting on the reasons why Boots have joined Origin, Oliver Shayer, Omni-Media Director, Boots UK said “Independent and scalable cross-channel measurement has been a missing puzzle piece in the realm of media evaluation. Its significance has never been more pronounced. I am heartened by the strides being taken by Origin and eagerly anticipate the prospect of gaining insights from precise campaign data in the near future.”

Nathalia Machado, Western Europe Media & Digital Lead – Sanofi Consumer Healthcare said “Measuring deduplicated reach across different media channels has been long part of Sanofi’s agenda, not only to improve our media buying efficiency but ultimately to help us building more engaging consumer journeys. So finally seeing this become a reality is super exciting!”

Last year Origin announced the launch of alpha trials where five major advertisers (EE, L’Oréal, PepsiCo, P&G and Unilever) and their agencies (EssenceMediacom, OMD, Publicis One and Mindshare) used the Origin platform for the first time. Feedback has been very positive and will be used to inform further development of the Origin platform ahead of the beta trials. Following the beta stage, Origin will effectively go live in the pilot trials phase ahead of its Minimum Viable Product launch in Q4 2024.

Commenting on the product Freya Hadfield, Business Director,  EssenceMediacom said “Origin can pull everything together and produce an output that doesn’t polarise different people. So you can come from a TV perspective, and equally from a digital perspective”.

Tom George, CEO, Origin said: “The Origin platform has been driven by brand owners who need cross-media reporting and insights to help drive more effective campaigns in an increasingly complex advertising ecosystem. The fact that six more brand owners have joined the programme as funders is testament to its importance and the amount of demand in the market for what will be a global-first in audience measurement.

The platform is up and running and data is now being surfaced – we expect to add many more participants both on the buy-side and sell-side as the trials phase progress across 2024”.