Taking place during Q4 2024, the pilot study will test the integration of JICMail and Origin and the results will help decide how often mail exposure should be captured by Origin.
JICMail said the pilot was a major step forward, combining its mail measurement panel with Origin's cross-media measurement capabilities.
The integration of JICMail and Origin in this study will aim to enhance the industry's ability to measure and understand the impact of mail campaigns within the broader media landscape, ultimately benefiting advertisers, agencies, and other stakeholders.
50 Origin panel homes will record every mail item received in their household over a week and track interactions with these items over 28 days. JICMail will provide advertiser mail campaign data to Origin for multichannel planning and evaluation.
Early results are expected in January 2025, unless the pilot is extended further. According to JICMail, a successful pilot will signal the potential to extend the measurement as a precursor to JICMail campaign data being integrated within the service.
Joe Lewis, chief research officer at Origin, said: “As Origin now progresses through beta testing, it is imperative that we continue our speed of development to offer advertisers the full suite of understanding of their media plan.
“This means extending the breadth of what Origin can deliver to clients. Direct mail is the third largest advertising medium in the country with unparalleled access to every home in the UK.
“Creating a solution that can bring this to life and understand how that contributes to a brand’s overall media message will be invaluable as Origin moves closer to full market launch. We’re delighted with this partnership with JICMail and Kantar to make this happen.”
Ian Gibbs, director of data leadership and learning at JICMail, added: “From a technical perspective we're really excited to have found a way forward in testing how mail exposure might be measured on Origin's VID panel.
“From a commercial perspective this could potentially be of huge benefit to advertisers and agencies looking to measure the full breadth of their media impacts.
“Mail might often be planned to drive a specific response, but it can deliver audience reach and frequency as well as any other channel and getting a joined-up view on how this works alongside TV and digital is going to be an important step forward for the channel.”
