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Origin, the UK cross-media audience measurement initiative from ISBA, has announced the release of two new important product features in its Beta trial phase - demographic filtering and incremental reach reporting.

Demographic filtering allows users to measure ad campaign delivery across more audience classifications based on sex (M, F) and/or age (16-34, 35-54, 55+).

Incremental reach reporting enables the analysis of additional reach contribution per channel/provider by allowing users to ‘anchor’ the channel of their choice and then measure the incremental coverage added by the other channels in the campaign.

Both these product features are now immediately available to Origin beta trial participants, consisting of over 32 brands and 14 agencies. They significantly enhance the capabilities of the Origin platform and are the latest product feature releases on an extensive development roadmap. Origin will be generally available to the market following the completion of the trials phase, at the end of the second quarter in 2025.

Tom George CEO, Origin commented, “The Origin programme is at a very exciting stage of its development with 32 advertisers and 14 agencies onboarded and using the platform to measure deduplicated reach and frequency of their ad campaigns across YouTube, Meta and linear TV. We have listened to our stakeholders and these two new product features allow users to generate even more insight from their campaigns, helping to deliver more effective and efficient campaigns by improving decision-making in an increasingly complex market. Origin benefits will be open to all advertisers when we the platform to general availability later this year.”

Sam Hunt, brand media lead, Lloyds Banking Group said, “We have been stakeholders in the Origin programme since its inception because it promised to address a collective ask from advertisers by delivering a level of audience measurement data and insights that have been unavailable. These two new product features are important steps in increasing the utility of Origin by allowing us to measure audiences at a more granular level and to interrogate the components of a campaign that are important in helping us achieve our own individual campaign objectives. It is particularly pleasing that these features have been made available ahead of Origin’s launch to the market.”