Isba launches quarterly Origin Media Landscape Study
Isba has launched the Origin Media Landscape Study and a new audience segmentation tool with the aim of providing a new data source for members using the Origin platform.
The survey will be updated quarterly and aims to track demographics, media behaviours, subscriptions (including subscription VOD ad tiers) and more.
It is conducted by independent research agency Differentology, with a sample of over 80,000 individuals across the UK.
Isba members using Origin will have full access to the data via a cross-tabbing analytics tool and media dashboards. The tool was created in partnership with DataTile and allows brands to create their own audience segmentations to aid in cross-media planning.
It covers:
- Individual and household demographics
- TV set ownership (including brand type)
- Other device ownership (including brand type)
- Media subscription services (including subscription VOD ad tiers and audio)
- TV and streaming usage
- Radio and podcast listening
- News brands and magazine readership
- Social media platform usage
- Supermarket preferences
- Loyalty card membership
- Bank account and credit card ownership
- Price-comparison site usage
- Consumer product and services preferences
A spokesperson for Isba said the Media Landscape Study will also shape the panel design and virtual ID universes for Origin’s cross-media measurement efforts.
Origin insight director Sorcha Garduce commented that the 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”.
She added: “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.”
The news comes on the heels of Origin’s launch in beta in September. The trial comprises 35 major UK advertisers that are currently testing real campaign data for the first time across channels including YouTube, Meta and linear TV.
Controversially, the beta launch did not include audience data from Barb, the UK’s established TV audience measurement body co-funded by UK broadcasters, but rather its own household panel created in partnership with Kantar.
Commenting on the beta trial, Oli Shayer, omni-media director at Boots Media Group, said: “As beta triallists 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.”
Tesco head of media and campaign planning Tom Mardon added: “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.”
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