Differentology to Deliver Origin Media Landscape Study

Joint industry cross-media measurement programme Origin is partnering with media research specialist Differentology, to deliver its quarterly UK Media Landscape and Enumeration Survey.

Origin is ISBA's advertiser-backed programme, designed to create a blueprint for cross media measurement, and to help advertisers understand and plan campaigns across digital and broadcast platforms. The organisation seeks to address the lack of either a standardised approach to video and display measurement, or a common measurement approach across media - particularly across digital platforms and between digital platforms and broadcast TV.

In 2021, Origin announced that Kantar had been selected to build a single-source household panel to measure advertising exposure across linear and digital channels. For the UK Media Landscape and Enumeration Survey, Differentology will interview 20,000 adults every three months, to provide a regular understanding of the UK media landscape. This work will be used as part of the foundation of the Origin single source panel and virtual ID population framework.

In addition, the study will offer advertisers an understanding of the relationship between demographics and behaviour / circumstances such as media access, retail behaviour, loyalty card usage and banking preferences. The appointment comes while Origin is conducting live trials with five major advertisers, and the study's data will be available by the end of 2023, with updates planned quarterly thereafter.

Joe Lewis (pictured), Origin Research Lead, comments: 'It is imperative that Origin continues to have the most accurate understanding of the marketplace for which it is trying to measure and represent. That is why I'm delighted to be partnering with Differentology, whose media knowledge and expertise, coupled with its dynamism in research approaches and techniques, makes it the perfect partner for this endeavour. We expect the Origin landscape study to become one of the de facto 'sources of truth' for the UK media landscape for years to come'.

Web site: www.originmediameasurement.com .