The Future of Brands
Cross-media measurement project Origin confirmed to advertisers and media agencies that it is offering the choice to see Media Rating Council (MRC) viewability standards alongside two other options.
During an explainer talk at The Future of Brands on Tuesday, planning director Steph Marks expanded on the interface for Origin for second-by-second reporting.
There will be no “default” option but three versions to choose from: all impressions, MRC standards and a custom filter that allows users to select the completion rate by quartile, such as 25% and 50%.
Origin uses its own Kantar panel rather than data from Barb, the TV joint industry currency.
The Media Leader previously reported that Origin was in talks with Barb to include MRC standards, including from Barb, as the default option in its AV reporting.
Speaking to The Media Leader after her presentation, Marks confirmed that Origin continues to use the Kantar panel, while it is “still in conversation with Barb”.
Plan tabled for Barb to join Origin in hybrid reporting model
A Barb spokesperson told The Media Leader: “Barb is committed to working with all parts of the industry on the delivery of audience measurement that shows how advertising delivers business growth. Our principles align closely with those of the World Federation of Advertisers framework that guides the development of Origin and we’re in regular dialogue with Isba.
“The foundation stone of the modern definition of audiences for the purposes of cross-media analysis has been developed by the MRC. Implementing this cross-media standard for video measurement increases the chances of reporting exposure levels that inform effective outcomes. It also enables open and fair assessment of all media investment options in the AV space.”
Joining Marks on stage was Peter Rowe, head of media at NatWest Group, which is one of Origin’s 50 funding stakeholders.
He called the initiative an “audacious goal” that seeks to solve advertisers’ problem of lots of companies trying to “answer the same thing”.
Notably, he viewed Origin as an “additive” tool, adding: “It’s not trying to replace anything we use currently.”
Marks reiterated the Q2 target for a full launch of Origin, which currently remains in beta trials.
In September 2024, in response to concerns expressed by ITV’s Kelly Williams, a spokesperson from Isba, which leads the project, told The Media Leader that Origin in beta would offer MRC standards as well as all impressions for video, alongside custom metrics for partial views.
Origin ‘on track’ to launch to wider market by Q2
