Origin to Add Data for Cinema Advertising

In the UK, Origin, the ISBA's cross-media measurement solution, is to integrate movie ad data following an agreement with the Cinema Advertising Association (CAA), a body representing cinema ad companies DCM and Pearl & Dean.

Origin is an advertiser-backed initiative to create a blueprint for cross- media measurement, operated by the ISBA which is the body representing brand owners advertising in the UK. Origin is funded as a joint-industry initiative by 69 stakeholders, comprising 45 brand owners, the top six agency holding groups, digital platforms and media owners, and is part of the WFA's global drive under the title of North Star. A similar programme called Aquila is due to trial in the US shortly, and launch in 2026.

The partners aim to have cinema data available on the Origin platform by the end of 2026: it joins direct mail data which should be added soon, following a successful proof of concept test with JICMAIL; and commitments from news brands.

'Cinema can be overlooked on media plans,' says Kathryn Jacob, Chair of the CAA, '[but] for a small medium it packs a punch due to its attentive audience and creative delivery. We are thrilled to be working with Origin to provide advertisers with the data that shows including cinema is vital to any effective media plan.' Origin CEO Tom George (pictured) adds: 'Cinema advertising reaches an important audience for many Origin users. We expect Origin will show how the addition of cinema to media plans delivers important incremental reach to advertisers and our thrilled that the CAA have committed to Origin.'

Web site: www.originmediameasurement.com .