Video advertising firm Teads has topped the overall Grand Prix category of the IPA Online Media Survey regarding agencies’ overall experience of dealing with media owners, with a score of 84.9%. The survey newcomer has beaten MailOnline to the top spot and taken on other major media organisations including the Guardian, Twitter, AOL, and The Telegraph.
The survey of 363 digital planners, strategists and buyers in media agencies and digital specialists, analyses the trading relationship they have with media organisations.
Following Tead’s lead were Say Media, Quantcast and InSkin Media , all achieving a score of over 80%. A further nine (Collective, Media IQ, Radium One, The Guardian, AOL Advertising, Weve, AutoTrader, Mail Online/Associated and Twitter) scored above 70%. Social networking giants Facebook and LinkedIn were both rated below 50 per cent for overall experience, the lowest scores received in the same category.
Meanwhile, AOL Advertising continues to lead the online pure players with a score of 72.7% and The Guardian lead crossover media owners with a score of 73.4%.
Other key findings from the IPA Online Media Survey 2015:
- Yahoo! is the most improved media owner in relation to the “Grand Prix” question (respondents’ overall experience of dealing with them) and is also the only media owner to have improved over the previous survey in every category they feature in.
- Say Media leads in 4 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 two (understanding of client objectives and strategies, and mid-campaign support).
- Quantcast leads 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.