Kantar named panel supplier for Origin cross-media measurement

UK – Origin, the joint industry initiative led by UK advertiser trade body Isba, has chosen Kantar as its preferred supplier of a single-source panel to develop a cross-media measurement system. 

Digital advertising metrics research_crop

Kantar has been appointed to build a panel to measure advertising exposure across linear and digital media channels.

The panel is scheduled to be built for beta testing by the beginning of 2023, and will use first-party data from global and local platforms.

Kantar was chosen following a four-month tender process.

Joe Lewis, research lead at Origin, said: “Kantar has an established pedigree, know-how and expertise in building and delivering high-quality panels that will be integral for our future use.”

Kantar has also recently launched a tool in Brazil and Colombia for measuring and attributing the performance of cross-media advertising campaigns.

Cross Media Performance will provide a single view of campaign performance across platforms, applications and devices through an online interface and dashboard, and has been adopted by Unilever.

The tool will also examine campaign reach and frequency, and audience demographics by drawing data from TV audience panels and directly from global platform partners.

Manish Bhatia, chief product officer, media division, at Kantar, said: “We are prioritising investment in metering technology and data partnership capabilities so we can expand into new markets.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts