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Auto Trader tops 2015 IPA Media Owner autumn survey

Auto Trader has taken the lead position in the IPA’s 2015 Online Media Owner autumn survey (1st December 2015), with 87.2% of respondents either agreeing, or agreeing strongly, that their overall experience of dealing with them is good.


In addition to Auto Trader, a further three media owners, Collective, Media IQ and Quantcast achieved a score of over 80%. A further nine (Radium One, MailOnline/Associated, AOL Advertising, Dennis Publishing, Say Media, Inskin Media, Teads, The Guardian and The Telegraph) all achieved a score above 70%, while only one media owner was rated below 50%.

In addition Media IQ leads Ad Networks, Exchanges and Sales houses with a score of 85% while MailOnline/Associated leads the crossover media category with a score of 77.7%.

Other Key findings:

  • Aside from the “Grand Prix”, Auto Trader leads in four other categories (Dispute Resolution, Ease of Contact, Client Communications and Post-campaign Support).
  • Collective leads in three categories (Response to Brief, Provision of Innovative/Creative Solutions, and Identification of New Opportunities).
  • Media IQ (Agency /Media Agency Partnership and Mid-campaign Support) and Quantcast (Understanding of Client Objectives/Strategies and Regular Contact) lead in two each.
  • leads the other cross-over media owners in demonstrating a good understanding of how cross-media opportunities can be exploited.

See the full survey here.

Says Pete Robins, IPA Digital Media Group Chairman and Managing Partner Agenda 21, “The purpose of the Media Owners survey is to acknowledge and celebrate those media owners who are providing exemplary service levels to agencies. Enormous congratulations must therefore go to AutoTrader. New to the survey this year, they set the bar high when they first appeared in spring, and have built on this further in the autumn by taking the lead in five separate categories, including the Grand Prix.” 

The winners of the 2015 Media Owner Awards (MOA) were announced on Tuesday 17th November 2015. From a shortlist of 56, 16 awards and eight commendations were presented. Eight awards were submission-based and an additional eight awards were based on the results of the IPA’s Online Media Owner Survey (a combination of spring, autumn and year-on-year results). Full details here.

Last updated 01/12/2015

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