The results of the IPA’s latest Online Media Owners’ Survey published today (3rd November) reveal that there has been a slight overall improvement in service levels since the previous survey published in April 2009.
Key findings:
• The majority of media owners have improved their scores across 8 of the 14 survey attributes.
• AOL Advertising (formerly referred to as Platform A) is the most improved media owner in terms of overall experience score, recording a 15% increase from 49% in April 2009, to 64%.
• Yahoo and Microsoft’s service levels have also improved overall. The restruc-turing by these large players featured in the April 2009 survey appears to have had a positive effect on their overall experience service level scores which increased by 9% and 6% to 59% and 64% respectively.
• Specific Media has strengthened its hold at the top, appearing in prime position across 10 of the 14 criteria, including in the category of overall experience at 84%.
• MoneySupermarket remain at the bottom most frequently - in 10 of 14 criteria, including the overall experience category where they recorded a score of 27%.
• Bebo's overall experience score declined the most in comparison with the last survey. In the overall experience category it fell by 20% since the last survey from 44% to 24%.
• Appearing in the bottom five places of the 14 criteria most frequently are: ITV (13), MoneySupermarket (12), Google Display (10).
Says Dave Katz, Deputy Chairman of the IPA’s Digital Media Group and Head of Trading at Media Contacts: “This survey provides a quick and easy way for online media owners to gauge market opinion on the quality of their services. I hope that they will continue to take heed of these results and make the appropriate improvements to their offerings.”
Says Pete Robins, Deputy Chairman of the IPA’s Digital Media Group and Managing Partner of Agenda 21: “If the goal has always been to get the digital media owners and agencies to do better stuff together, then although there are no real surprises here, seeing the overall improvement is perhaps the most encouraging aspect of these results. This is especially pleasing when so many sales teams and agencies have had a tough year.”
View the full survey.
For additional analysis at an agreed price, please contact Nigel Gwilliam, nigel@ipa.co.uk 020 7201 8250.
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.