IPA report shows declining online media owner service levels
The IPA’s latest survey of online media owners reveals that overall service levels have decreased since the last survey, published in September 2008.
The survey has been designed to highlight the levels of service media owners provide and outline where improvements can be made, with the aim of helping the growth of digital advertising, providing a voice for the industry and raising the digital standard in general, said the IPA.
Only three of the 12 categories that are comparable with the last survey show an improvement in service levels among a majority of media owners. These include ‘It is easy to contact the sales team’, ‘I have regular constructive face-to-face or telephone contact with the sales team’ and ‘The sales team engenders a real sense of an agency/media owner partnership’.
The IPA also found:
- Across all the categories repeated from autumn 2008, The Guardian is the most broadly improved with better scores in 11 of the 12.
- Bebo offers the best overall service amongst social networks and tops delivery of innovative, creative solutions amongst all media owners.
- Virgin is the most improved in terms of overall experience, recording a 12.6% increase in service levels for this category.
- moneysupermarket remains anchored to the bottom of results with poorest overall service recorded and appears most frequently in the bottom 5 places (in 11 of the 14 questions).
- Google (Display), Telegraph and Adlink each feature in the bottom five places for 9 of 14 categories.
- Sky.com shows greatest decline in overall service
Matt Simpson, chairman of IPA Digital Media Group and group head of digital at OMD, said: “The current market conditions will favour only the fittest of companies. These results should be an alarm call to media owners who previously have benefited from a very buoyant market.
“In this pressurized environment media owners should be looking to over service agencies to ensure client advertising works better than ever before.”