Online Media Owners survey reveals improvement in service levels

The IPA has published the results of its latest Online Media Owners’ Survey, revealing an overall improvement in service levels since the last survey, published in November 2009.

The survey found that service levels have improved despite tough trading conditions.

The majority of media owners improving scores against the majority of criteria (9 out of 14), said the IPA.

Key findings include:

• Specific Media has retained top place in the grand prix ‘Overall Experience’ question. It heads the rankings in 11 of 13 attributes in which it features.

• MySpace leads in one attribute (creative solutions) and Microsoft Advertising in one other (pro-activity). Channel 4 leads in cross media.

• ITV.com has sunk to the bottom of the rankings behind Moneysupermar-ket.com in terms of ‘Overall Experience’’. ITV.com is at the bottom of the rankings in 7 of the 14 attributes and its period-on-period ratings are down in 11 of the 14.

• News International is the most improved media owner in the grand prix ‘Overall Experience’ question. Google (display)/Youtube is the most broadly improved with better scores period-on-period for all 13 attributes in which it featured. Both these media owners improved from a low base.

• From a high base starting point Adconion has improved in 12 out of 13 attributes since the last survey.

• AOL has declined in all 13 attributes where it is covered, whilst Facebook has declined in 10 out of 13.

Matt Simpson, chairman of the IPA’s Digital Group and head of digital, OMD, said: “It is great to see the continued improvement in servicing across the board.

“The media owner survey was originally introduced with the express aim to help generate an improvement in standards and to that end it continues to deliver.”