Marketers could soon be able to measure and understand the impact of mail campaigns within the broader media landscape – ultimately benefiting advertisers, agencies, and other stakeholders – following a new pilot study which integrates Jicmail data with ISBA’s planned cross-media measurement programme, Origin.
Jicmail was launched in 2018, with data captured in partnership with Kantar. It is based on a panel of 1,000 households across the UK, who use a diary to follow each piece of mail over a four-week period.
Meanwhile, ISBA has been running trials of Origin since last year. The scheme aims to feed multiple measurement tools into one dataset to help advertisers plan, track and evaluate campaigns across YouTube, Meta and linear TV.
ISBA claims advertisers will be able to measure their ad campaigns across TV, digital video and digital display. Following the test phase, the Origin platform will be available to the whole market, with the launch of the Origin v1 product planned for 2025.
As part of the Jicmail pilot scheme, 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 multi-channel planning and evaluation.
Early results are expected in January 2025, unless the pilot is extended further. A successful pilot will signal the potential to extend the measurement as a precursor to Jicmail campaign data being integrated within the service.
Origin chief research officer Joe Lewis commented: “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 brands 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.”
Jicmail director of data leadership and learning Ian Gibbs 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.”
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