IPA Online Media Owner Survey shows overall service levels improving


By The Drum Team | Staff Writer

October 5, 2011 | 2 min read

The latest IPA Online Media Owner Survey has found that overall service levels are improving, with five media owners receiving over 70% of respondents agreeing or strongly agreeing that their experience with each supplier is good.

Specific Media came in first again, with 79% agreeing/agreeing strongly that “My overall experience of dealing with this supplier is a good one”.

Tribal Fusion, Vibrant Media, AOL Advertising and IPC Media were the other media owners that broke the 70% mark.

The survey shows that Specific Media’s lead over its nearest competitors is narrowing in best overall category: in the spring it was 12.7 percentage points ahead of its competitors. Tribal Fusion is now 0.2 percentage points behind.

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Specific leads in three of the 13 attributes in which it features compared to nine in the spring (best overall, easily contactable, regular constructive contact), but Tribal Fusion now leads in four of these compared with none in the spring (understanding objectives, agency/media owner partnership, mid campaign support, post campaign support).

Facebook leads in three compared to one in the spring survey (excellent understanding of own products, proactively communicating new opportunities, communicating client contact), while AOL leads in two categories (dispute resolution and innovative creative solutions), the same amount as Telegraph.co.uk (quality of response to brief, cross-over media opportunities).

Matt Simpson, IPA digital media group chairman and head of digital, EMEA, Omnicom Media Group, said: “It is extremely encouraging and very welcome news that this autumn's IPA media owner survey has seen a substantial increase in service level satisfaction.

“With closer competition for the top spot and significant improvement from some of the industries major players this survey acts as the perfect precursor to this year’s IPA Media Owner Awards in November.”

Tomorrow half of the winners of the IPA’s new Media Owner Awards (MOAs) will be announced, ahead of the awards ceremony on 15 November.


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