Johnson & Johnson, Dentsu and IPG Mediabrands have joined ISBA’s ambitious cross-media measurement initiative board as funding partners

The trade body for UK advertisers has launched a new cross media measurement programme as advertisers seek to challenge the status quo and ultimately improve the way investment is planned across all media.

Analyst Ian Whittaker continues the Origin debate and explains five questions which could determine its future. 

The debate over whether Origin has failed, and whom it was created to serve, needs to distinguish evidence from speculation, measurement from currency, and the programme’s original advertiser-led purpose from the incomplete product it has delivered so far.

Consultant Justin Lebbon asks, in light of the investment by Fifty5Blue, has the Origin cross-media measurement project failed?

Isba director of media Steve Chester will succeed George as interimin managing director.

UK advertisers can now measure deduplicated campaign reach and frequency across linear TV and online platforms through an advertiser-led, independent, single-source dataset. However, it has not all been plain sailing as Tom George describes.

The Cinema Advertising Association (CAA) has committed to integrate cinema data into Isba’s cross-media measurement platform, Origin.

The cross-media measurement solution’s core reporting is now available to all advertisers, with Sky among the first to sign up.

Michaelides, who most recently worked as interim chief customer officer of Great British Racing, takes over from Phil Smith after eight years at the helm.