ISBA's Origin project is the UK implemention of the  WFA's framework for cross-media measurement. Central to this is the "Virtual ID (VID) model" which is used to deduplicate reach and frequency across media. As a relatively new concept, ISBA asked RSMB to undertake a pilot of the VID model using real data.

During 2021, Origin worked with RSMB and Ipsos (who supplied data from their single source panel) to undertake a two-stage test involving panel-based TV data, looking at:

• goodness of fit: campaign reach of modelled against actual campaigns against the actual campaign for a range of sub-demographics and sizes of campaign.
• regression to the mean to understand how well the model preserves duplication

Results for the pilot across both tests were encouraging.

Joe Lewis, Origin research director, said: “The proof of concept has successfully tested and validated the application not only to TV data but also in explaining cross-media campaigns across TV and digital, successfully preserving correlations across both.”

RSMB has presented the results at several research conferences. To find out more contact us.

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