The results of the IPA’s latest Online Media Owners’ Survey published today (14th April) reveal that there has been an overall improvement in service levels since the previous survey published in November 2009.
Key findings:
• The majority of media owners have improved scores against the majority of criteria (9 of 14).
• 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 Moneysupermarket.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.
Says Matt Simpson, Chairman of the IPA’s Digital Group and Head of Digital, OMD: “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.”
Says Pete Robins, Deputy Chairman of the IPA’s Digital Media Group and Managing Partnerof Agenda 21: “While there aren't many surprises, it's worth noting that these results seem to reward those media owners and sales teams that have been investing time and effort to improve, or maintain their levels of service.”
Says Nigel Gwilliam, Digital Consultant, IPA: “We’re delighted that most media owners have reacted to the tough trading environment by upping the service they provide to our members. That said, staff cuts at AOL appear to have resulted in poorer service across the board and it seems Facebook is struggling to meet the resource requirements of its explosive growth.”
View the full survey.For additional analysis at an agreed price, please contact Nigel Gwilliam,
nigel@ipa.co.uk 020 7201 8250.