ISBA Announces Launch of the Origin Media Landscape Study

ISBA has today announced the launch of the Origin Media Landscape Survey and audience segmentation tool, providing a rich data source for ISBA members who are using the Origin platform.

The study of 80k+ individuals annually is one of the largest media studies in the UK. It is run by independent research agency, Differentology and will serve as an audience segmentation tool that can be used by marketers to aid planning and insight.

The Landscape Survey will also shape the panel design and virtual ID universes for the core Origin cross media measurement platform.

As well as demographics, the survey covers a variety of media behaviours, media subscriptions, including SVOD ad-tiers, product preferences, supermarket preferences, banking, retail loyalty card usage and price comparison site usage.

The data is updated quarterly with quarterly tracking data then available thereafter. As the survey has multiple use-cases, it is comprehensive in design.

ISBA members using Origin will benefit from full access to the data via a cross-tabbing analytics tool as well as through bespoke media dashboards. Origin has partnered with DataTile on the design and build of the cross-tab analytics that brands can use to create their own audience segmentations to help aid their planning decisions.

The analytics solution covers the following:

• Individual and Household demographics
• TV set ownership (including brand type)
• Other device ownership (including brand type)
• Media subscription services (including SVOD Ad-tiers, audio etc)
• TV and streaming usage
• Radio & podcast listening
• News brands & Magazine readership
• Social platform usage
• Supermarket preferences
• Loyalty Card membership
• Bank Account & Credit Card ownership
• Price Comparison Site usage
• Consumer Product & Services preferences

In addition, all ISBA members will have exclusive access to a quarterly report focusing on one of the data sets the survey provides.

Sorcha Garduce, Insight Director, Origin, said: “As the media ecosystem continues to fragment and proliferate, it presents both an incredible opportunity and challenge for brands. They can now reach audiences via new mediums and networks, but also need to understand where these audiences are, and importantly how to engage with them. The Origin Media Landscape study provides brands with the data and opportunity to understand just that - where their audiences are, what they look like, and how to reach them. As Origin continues to democratise media data, the release of the Media Landscape Study is an important step in equipping advertisers and their agencies with the tools they need, and we’re delighted with the work our partners from Differentology and DataTile have done in bringing this to life”

Mark James, CEO, Differentology commented, "Origin is transforming UK advertising measurement and Differentology are delighted to be part of that journey. With the largest cross-media panel ever, powered by our 80k+ interviews annually, our strategic partnership with ISBA is delivering ground breaking insights, empowering brands to connect deeply with audiences and drive game-changing, data-fuelled media decisions”.

Peter Rowe, head of media, NatWest Group said, “Like all advertisers we are continuously searching for and developing methods to understand today’s complex and fragmented media landscape. Origin and Differentology delivers new and exciting cross-media data and insight. This holds enormous potential which will complement and enhance our media strategy and planning”

Oliver Shayer, omni-media director, Boots Media Group, commented, “As Beta trialists of Origin, we are already witnessing the platform’s true potential. In a world where cross-media planning is increasingly critical, it’s fantastic that ISBA members using Origin will benefit from full access to quarterly updated data and bespoke dashboards”

Tom Mardon, head of media and campaign planning, Tesco plc said, "Being one of the first advertisers on the Origin Beta Trial using real campaign data has been very exciting, the goal of deduplicated reach to fuel media planning finally feels like it’s getting closer. In addition, the data from the Media Landscape Study is a brilliant opportunity for brands to have better conversations with their agencies around the consumption behaviour of their key audiences.”