The results of the Spring 2024 IPA Digital Media Owner Survey which keeps agencies informed on which media owners and suppliers deliver the highest levels of service.
Key findings:
- Reddit was named as the best media owner to work with 86.0% of respondents saying that their overall experience of working with them was a good one.
- While Reddit leads overall and among Online Pure Plays, Mobsta led the way for Ad Networks/Exchanges, DSP and Sales Houses, while Mail Metro Media was the best performing Crossover Media Owner.
- Five other media owners have an overall score of 80% or above: Mobsta (85.0%), Pinterest (85.0%), Acast (83.6%), GumGum (82.6%), and Blis (81.3%).
- In addition to leading the overall ranking, Reddit was named best for ‘Understanding of the context the agency operates in’ and ‘How best to support achievement of objectives’.
- Mobsta leads four individual categories (‘Quality of response to brief’, ‘Understanding of own products’, ‘Ease of sales force contact’ and ‘Engendering a real sense of agency/media owner partnership’), while Pinterest top three (‘Understanding of client strategies and objectives’, ‘Delivery of innovative, creative solutions’ and ‘Proactive communication of new opportunities’).
- Four media owners lead one individual category each: Blis (‘Communication of direct contact with clients’), Quantcast (‘Professionalism in dealing with dispute resolution’), MiQ (‘Regularity of constructive sales force contact’) and Mail Metro Media (‘Demonstration of how cross-media opportunities can be exploited’).
- Sky is the most broadly improved media owner with increases of 10 percentage points or more across five different categories, while ITV improved by the same margin across four categories.
