The survey was undertaken between 13 September and 1 November
The results of the Autumn 2024 IPA Digital Media Owner Survey which keeps agencies informed on which media owners and suppliers deliver the highest levels of service.
Key findings:
Mobsta was named as the best media owner to work with, with 92.3% of respondents saying that their overall experience of working with Mobsta was a good one.
While Mobsta led overall and among Ad Networks/Exchanges, DSP and Sales Houses, Reddit (90.9%) was top among Online Pure Plays and Mail Metro Media (86.2%) was the best-performing Crossover Media Owner.
Seven other media owners had an overall score of 80% or above: Blis (87.5%), Pinterest (85.9%), MiQ (85.0%), GumGum (82.8%), Quantcast (81.8%), Acast (81.6%) and Future Publishing (81.3%).
In addition to leading the overall ranking, Mobsta was named best for ‘Understanding of client strategies and objectives’, ‘Quality of response to brief’, ‘Understanding of own products’ and ‘Ease of sales force contact’.
Mail Metro Media led five individual categories (‘Regularity of constructive sales force contact’, ‘Engendering a real sense of agency/media owner partnership’, ‘Understanding of the context the agency operates in and supporting achievement of objectives’, ‘Demonstration of how cross-media opportunities can be exploited’ and ‘Communication of direct contact with clients’).
GumGum topped two rankings (‘Professionalism in dealing with dispute resolution’ and ‘Proactive communication of new opportunities’) while Blis was best for ‘Delivery of innovative, creative solutions’.
Global was the most broadly improved media owner with increases of 10 percentage points or more across eight different categories, while Mail Metro Media improved by the same margin across seven rankings.