JICMAIL and Origin Conduct Mail Measurement Pilot Study

JICMAIL (Joint Industry Committee for Mail) and Origin (ISBA’s cross-media measurement programme) are conducting a mail measurement pilot study in Q4 2024.

The pilot study will test the integration of JICMAIL and Origin and the results will help decide how often mail exposure should be captured by Origin.

This integration is a major step forward, combining JICMAIL's mail measurement panel with Origin's cross-media measurement capabilities.

The integration of JICMAIL and Origin in this pilot study will aim to enhance the industry's ability to measure and understand the impact of mail campaigns within the broader media landscape - ultimately benefiting advertisers, agencies, and other stakeholders.

50 Origin panel homes will record every mail item received in their household over a week and track interactions with these items over 28 days. JICMAIL will provide advertiser mail campaign data to Origin for multi-channel planning and evaluation.

Early results are expected in January 2025, unless the pilot is extended further. A successful pilot will signal the potential to extend the measurement as a precursor to JICMAIL campaign data being integrated within the service.

Joe Lewis, chief research officer, Origin commented, “As Origin now progresses through Beta testing, it is imperative that we continue our speed of development to offer advertisers the full suite of understanding of their media plan. This means extending the breadth of what Origin can deliver to clients. Direct Mail is the third largest advertising medium in the country with unparalleled access to every home in the UK. Creating a solution that can bring this to life and understand how that contributes to a brands overall media message, will be invaluable as Origin moves closer to full market launch. We’re delighted with this partnership with JICMAIL and Kantar to make this happen.”

Ian Gibbs, director of data leadership and learning of JICMAIL said of the pilot study, "From a technical perspective we're really excited to have found a way forward in testing how mail exposure might be measured on Origin's VID panel. From a commercial perspective this could potentially be of huge benefit to advertisers and agencies looking to measure the full breadth of their media impacts. Mail might often be planned to drive a specific response, but it can deliver audience reach and frequency as well as any other channel and getting a joined-up view on how this works alongside TV and digital is going to be an important step forward for the channel."

Mark Cross, engagement director of JICMAIL added, “From the outset, we have continuously encouraged the integration of gold standard JICMAIL data across the media and data ecosystem to create the fullest picture of value for all potential users and this collaboration with Origin offers an exciting prospect for the next stage on that journey.”