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MailOnline takes top spot in latest IPA Media Owner Survey

MailOnline has taken the lead position in the IPA’s latest IPA Online Media Owner Survey, with 84.4% of respondents either agreeing, or agreeing strongly, that their overall experience of dealing with them is good.


In addition to MailOnline, a further four media owners, AOL Advertising, Dennis Publishing, and Say Media achieved a score of over 80%. A further seven (InSkin Media, Twitter, Collective, The Guardian, Exponential, WEVE and A&NY Media) all achieved a score above 70%, while only two were rated below 50%. In this same category, AOL Advertising lead the online pure players with a score of 84.2% and Say Media lead the ad networks, exchanges and sales houses with a score of 80.8%.

Other key findings:

  • Collective Media is the most improved media owner in relation to the “Grand Prix” question (respondents’ overall experience of dealing with them), improving by 10.8 percentage points since the autumn survey, while, AOL Advertising, The Guardian and Say Media have all improved by more than 5 percentage points.
  • In addition to the overall “Grand Prix”, MailOnline also leads on quality of response to brief and dispute resolution.
  • Twitter leads in three categories (understanding of objectives, understanding of own products and pro-active communication of new opportunities) while Microsoft Advertising leads two categories (constructive contact and agency and media owner partnership).
  • Say Media leads provision of innovative creative solutions, Dennis Publishing ease of contact, AOL Advertising communication of direct contact, Exponential mid-campaign support, Specific Media post-campaign support and The Guardian exploitation of cross media opportunities.
  • Collective have seen improvement of 10 percentage points or more across three categories while Say Media improved by 10 percentage points across two categories.

See the full results.

The 2014 Media Owner Awards scheme launches today. There will be 16 awards in total. Eight awards will be based on the findings from the Survey (based on a combination of spring, autumn and year-on-year results), and a further eight awards will be submission-based. The winners will receive their trophies in November in an awards ceremony and dinner. Full entry criteria are available at and deadline for entry is 6th June 2014.

Says Nigel Gwilliam, IPA Consultant Head of Digital and Emerging Technology: “Congratulations to MailOnline who have claimed the lead in providing a great level of service. I must also commend those who have made an active effort in improving their service provision, because although the aim of this survey is not to name and shame, what it does do is help to pinpoint to those at the bottom of the survey the areas in which they need to work on. I therefore hope that all the media owners within the survey continue to review their offering in order to achieve a mutually beneficial working relationship with their agencies. I also hope to see these media owners competing for the top spots again in the autumn Survey and in the Media Owner Awards.”

Says Pete Robins, IPA Digital Media Group Chairman and Managing Partner Agenda 21 “It’s great to see five media owners achieving a score on the Survey of over 80%, and a further seven achieving in excess of 70%. The results not only show that standards of service have increased since the autumn survey, but also outline where improvements can be made in order to help increase the standard of digital advertising. I am now looking forward to chairing the judging for this year’s Media Owner Awards and further rewarding those who showcase best practice.”

Fieldwork was undertaken in March 2014 with 248 survey responses received from digital planners, strategists and buyers in media agencies and digital specialists.

Last updated 23/04/2014

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