JICMAIL and Origin conduct mail measurement pilot study

JICMAIL (Joint Industry Committee for Mail) and Origin (ISBA’s cross-media measurement programme) are conducting a mail measurement pilot study in Q4 2024. The pilot study will test the data integration of JICMAIL and Origin and the results will help decide how often mail exposure should be captured by Origin. This integration is a major step forward, combining JICMAIL's mail measurement panel with Origin's cross-media measurement capabilities.

The integration of JICMAIL and Origin in this pilot 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 multi-channel planning and evaluation.

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