Isba follows WFA’s lead with cross-media measurement scheme for UK brands

Now, Isba has launched its own programme, Origin, to pursue the first national execution of the WFA's initiative

The Incorporated Society of British Advertisers (Isba) has developed its own UK cross-media measurement programme, which will look to ensure the global principles being developed by the World Federation of Advertisers (WFA) are adopted by UK advertisers.

Global brands including Unilever, Mastercard and EA have already given their backing to the WFA’s plan to standardise measurement across media, including TV and digital.

Now, Isba has launched its own programme, Origin, to pursue the first national execution of the initiative.

The trade body said it wants to see the UK take a “leading role” in translating the measurement approach already developed by the WFA and its member organisations. Its goal is to develop a practical, privacy-safe solution that will let brands extract better value from their media buys.

Phil Smith, director-general of Isba, described Origin as a “critical project to spearhead the development of cross-media measurement tool.”

He added: “We want to work with advertisers, publishers, broadcasters, digital platforms and agencies to develop a comprehensive solution, ultimately to plan investment across all media.

“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.”

A system that works for everyone

Back in October, the WFA made public the first steps of its plan to standardise media measurement. After closed-door meetings with members, it committed to building its standard around four key principles: privacy; infrastructure; defining the metrics used to create like-for-like media comparisons and governance.

Crucially, the WFA wants to ensure its decision-making system ensure objectivity and protects privacy. Members of its cross-media measurement group (which is comprised of some of the world’s biggest advertising spenders) will take the decision on who should be the measurement provider.

Advertisers have long called for improved ways to assess how their media investments are performing across a multitude of different platforms. In 2017, 90% of European brands, publishers and agencies admitted they’d spend more on digital if a fresh standard was adopted.

Unilever is among the brands that have been spearheading solutions, and asking others to collaborate on the matter.

Last year, the Dove owner announced its work on a first-of-its-kind cross-media measurement model that would judge the performance of ad campaigns across all publishers and platforms on TV, digital and social media. The system decides the metrics to measure success, rather than letting individual platforms control the metrics they give back to brands.

The Institute of Practitioners in Advertising (IPA) said Isba's new initiative would complement its TouchPoints tool — a planning feature that provides data on broadcast video on-demand — well.

"It is clear that both advertisers and agencies want better and more measurement of all video and we will be working closely with Isba to ensure that any development in measurement adheres to JIC standards of accountability, transparency, quality and independence," said IPA director of media research, Belinda Beeftink.

Stephan Loerke, chief exec at the WFA said it was "hugely encouraging" that Isba was taking up the baton in seeking to implement its global principles.

"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," he added. "We look forward to other national associations stepping forward to take on this much-needed work"

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