Teads ranked highest in IPA online media owner survey

15 Apr 2015  |  David Pidgeon 
Teads ranked highest in IPA online media owner survey

Teads has taken the lead position in the IPA's latest online media owner survey, with almost 85% of respondents either agreeing, or agreeing strongly, that their overall experience of dealing with the company is good.

In addition to Teads, which merged with eBuzzing last year, a further three media owners - Say Media, Quantcast and InSkin Media - achieved a score of over 80%.

However, Facebook and LinkedIn achieved a score of less than 50% - the only two media owners to do so.

Facebook scored 47.2% and LinkedIn scored 37.5%. Similarly, the UK's two largest commercial broadcasters, ITV and Channel 4, were ranked low: 52.6% and 51.8%, respectively.

ITV was marked down 12.8 percentage points from the Autumn survey for the ability of its sales team to professionally deal with dispute resolution. The broadcaster also dropped almost 10 percentage points in the category 'successfully communicates direct contact they have with clients'.

Since the Autumn, Channel 4 was down 12 percentage points when respondents rated the ability to easily contact the sales team.

A further nine media owners - Collective, Media IQ, Radium One, The Guardian, AOL Advertising, Weve, AutoTrader, Mail Online/Associated and Twitter - all achieved a score above 70%.

The survey, which is conducted twice each year, received almost 400 responses from digital planners, strategists and buyers in media agencies and digital specialists.

Yahoo was deemed the most improved media owner - and the only one to have improved over the previous survey in every category the company features, whilst Say Media leads in four categories: 'quality of response to brief', 'dispute resolution', 'creative solutions' and 'post-campaign support'.

AutoTrader leads three categories - 'regular constructive contact', 'agency and media owner partnership', and 'communicating direct contact with client' - and Media IQ leads on 'understanding of client objectives and strategies', and 'mid-campaign support'.

Quantcast leads in 'understanding of own products', Twitter leads 'communication of relevant new opportunities', and InSkin leads 'ease of contact'.

Telegraph.co.uk leads cross-over media owners in demonstrating a good understanding of cross-media opportunities and has seen improvement of 10 percentage points or more across seven categories.

"Congratulations to newcomer Teads whose exemplary online media service levels have certainly set the bar high," said Nigel Gwilliam, IPA consultant head of media and emerging technology.

"This survey doesn't just highlight those that are doing it right though; it also provides invaluable feedback for all media owners on where there is room for improvement and how they can get closer to achieving the ultimate goal: a mutually beneficial working relationship with their agencies.

"Praise must therefore be given to those, such as Yahoo, who have taken the findings from the previous survey on board and have made an active effort to up their game."

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