MailOnline has come out on top in the IPA’s latest Online Media Owner survey, with 84.4% of respondents either agreeing or agreeing strongly that their overall experience of dealing with the platform is good.
A further four media owners – AOL Advertising, Dennis Publishing, Telegraph.co.uk and Say Media – achieved a score of over 80%, while a further seven – InSkin Media, Twitter, Collective, the Guardian, Exponential, WEVE and A&NY Media – achieved a score above 70%. Only two were rated below 50%.
In the same category, AOL Advertising led the online pure players with a score of 84.2%, while Say Media led the ad networks, exchanges and sales houses with 80.8%.
Other key findings:
– Collective Media is the most improved media owner in relation to the “Grand Prix” question (respondents’ overall experience of dealing with them), improving by 10.8 percentage points since the autumn survey, while Telegraph.co.uk, AOL Advertising, the Guardian and Say Media have all improved by more than five percentage points.
– In addition to the overall “Grand Prix”, MailOnline also leads on quality of response to brief and dispute resolution.
– Twitter leads in three categories (understanding of objectives, understanding of own products and pro-active communication of new opportunities) while Microsoft Advertising leads two categories (constructive contact and agency and media owner partnership).
– Say Media leads provision of innovative creative solutions, Dennis Publishing ease of contact, AOL Advertising communication of direct contact, Exponential mid-campaign support, Specific Media post-campaign support and the Guardian exploitation of cross media opportunities.
– Collective have seen improvement of 10 percentage points or more across three categories while Say Media improved by 10 percentage points across two categories.
