The UK launches cross-media measurement programme
ISBA puts Cross Media Research Group principles to the test
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In November, ISBA in the UK became one of the first national advertiser associations to launch a national cross-media measurement programme, 'Origin'.
The principles behind the initiative were drafted by the WFA Cross Media Research Group in October with the input of key global brands, media owners and digital platforms including Facebook, Google and Twitter, and national advertiser associations such as ISBA, ANA (US), ACA (Canada), OWM (Germany), Swedish Advertisers, and Union des Marques (France).
Phil Smith, Director General of ISBA, said “Cross-media measurement has for some time been a key priority for our members and for ISBA. As a core contributor to the WFA programme, we are delighted to be launching Origin, a critical project to spearhead the development of a cross-media measurement tool. It will be critical that the UK approach is consistent with global principles, especially in respecting consumer privacy and complying with current and future regulation in this area. We look forward to further discussions with broadcasters, publishers and UK JICs to establish how this can support and enhance existing media currencies.”
The next steps for ISBA’s Origin will be to work with WFA and the Cross Media Research Group on translating the principles into an operating model via four workstreams including measurement, how to protect users’ privacy when sharing data, definitions for comparable metrics across different channels, and what body should oversee and govern this process.
WFA CEO Stephan Loerke said “It is hugely encouraging that ISBA is taking up the baton in seeking to implement WFA’s global principles for cross-media measurement. We’re working with global actors to develop frameworks but measurement takes place locally and it’s critical that we work hand-in-hand with local markets to pilot and implement. We look forward to other national associations stepping forward to take on this much-needed work.”
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