Teads beats 2014 winner MailOnline for IPA Media Owner Survey grand prix 2015 while Facebook and LinkedIn come in at bottom of list

Video advertising firm Teads has beaten off stiff competition from MailOnline, the Guardian, Twitter, AOL, and The Telegraph to scoop the IPA Media Owner Survey grand prix for best overall experience.

The company, which merged with video ad firm eBuzzing last year, took lead position with 85 per cent of respondents agreeing or agreeing strongly that their overall experience of dealing with them is good.

Say Media, Quantcast InSkin Media were close behind, achieving a score of over 80 per cent, while Collective, MediaiQ, RadiumOne, the Guardian, AOL Advertising, Weve, Autotrader, Mail Online and Twitter all scored above 70 per cent.

Facebook and LinkedIn received the lowest scores in the same category – both rated below 50 per cent for overall experience.

(see below graph for full list - click to enlarge).

Best overall experience - Grand Prix

AOL Advertising has continued to lead the online pure players with a score of 72.7 per cent and the Guardian lead crossover media owners with a score of 73.4 per cent.

None of the media owners covered by the survey have seen their grand prix score fall by 10 percentage points or more. Four - Facebook, ITV.com, Twitter and AOL Advertising- are the only media owners to see their score drop by more than five percentage points.

Meanwhile Yahoo was selected the “most improved” media owner in relation to the grand prix and is the only media owner to have improved over the previous survey in every category in which it features.

The Sales team understand my client strategies / objectives

MediaiQ topped the ‘sales team understand my client strategies / objectives’ category, with Quantcast taking a close second place and RadiumOne in third followed by Autotrader / Trader Media.

Twitter came in sixth place, followed by InSkin Media in seventh and Dennis Publishing in eighth. Linkedin took the lowest score with just over 30 per cent of respondents agreeing or strongly agreeing with the question (see above graph – click to enlarge).

Quality of responses to brief is high

Respondents voted Say Media the company with the best response to briefs, followed by Media iQ, Collective and Teads.

Ten companies were listed as not being particularly strong in this category with only half of respondents agreeing or strongly agreeing that the quality of responses to briefs is high. They were: Microsoft Advertising, Google/YouTube, ITV.com, Amazon, Yahoo, Channel4.com, Sky Digital Media, Haymarket, Facebook and LinkedIn (see above graph, click to enlarge to see full list).

The Media delivers creative, innovative solutions

Say Media scored the highest for innovative solutions with more than 70 per cent of respondents agreeing it did so. Collective scored second highest at just under 70 per cent and Twitter third with just over 70 per cent. The Guardian came fourth with just over 70 per cent also. eBay and LinkedIn scored the least scoring just over 30 per cent and below 30 per cent respectively.

Sales team engenders a real sense of agency/ media partnership

Autotrader topped the category for the media owner which provides true collaborative agency/media partnerships with nearly 80 per cent of respondents strongly agreeing with this. Collective came second and Media iQ third. (See graph above for full list and click to enlarge).

Nigel Gwilliam, IPA consultant head of media and emerging technology, congratulated survey newcomer Teads on its "exemplary" online media service levels, adding that it has "set the bar high".

“This survey doesn’t just highlight those that are doing it right though; it also provides invaluable feedback for all media owners on where there is room for improvement and how they can get closer to achieving the ultimate goal: a mutually beneficial working relationship with their agencies. Praise must therefore be given to those, such as Yahoo, who have taken the findings from the previous survey on board and have made an active effort to up their game,” he said.

IPA Digital Media Group chairman and managing partner Agenda 21 ​Pete Robins, added that the survey shines a necessary "spotlight" on where things should be improved.

“This survey provides a chance for some media owners, particularly the likes of Teads, Say Media, Quantcast and InSkin Media, to get the glory they rightly deserve for their hard work. While for others we hope it provides a useful spotlight on where things aren’t working so well and where they can and should improve.

"All this of course we hope will help to increase the standard of digital advertising overall. I look forward to seeing how the year pans out for all media owners and, for those included in the survey, to seeing how they incorporate this feedback going forwards – something which I hope they will demonstrate through entering this year’s Media Owner Awards.”

The 2015 Media Owner Awards scheme, run in partnership with The Drum, launches today (15 April). There will be 16 awards in total. The winners will receive their trophies in November in an awards ceremony and dinner. Full entry criteria are available on the dedicated website, and deadline for entry is 5 June 2015.

Fieldwork was undertaken in March 2015 with 363 survey responses received from digital planners, strategists and buyers in media agencies and digital specialists.

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