Digital media owners get rough ride from UK agencies

08 April 2009

LONDON: Google, the online search giant, and, the website run by BSkyB, the satellite TV provider, were among the digital media owners receiving the worst scores in terms of overall service in a survey of UK agencies conducted by the IPA.

The advertising industry body surveyed a total of 205 agencies in Britain during March 2009, and requested they rate 25 digital media owners on 14 different service attributes.

When asked if their overall experience of dealing with display media owners was a good one, over three-quarters of agencies that had worked with Specific Media, the online advertising network, gave the company a positive assessment.

The website for the Guardian newspaper, the social networking sites Bebo, MySpace and Facebook, and the internet portal for the broadcaster Channel 4, were among the other media properties receiving scores of over 50% on this measure.

By contrast,, the website for the Daily Telegraph, Google's display arm, and Moneysupermarket made up the bottom five.

Bebo was the top-ranked media owner in terms of providing "innovative, creative solutions," with just under 60% of respondents working with the company supporting this statement.

If was followed by the Guardian and Microsoft, which both scored over 50%, while MySpace, Facebook, and Specific Media, were the only other media owners to reach a total above 40%.

Specific Media and Microsoft were also alone in receiving over 50% satisfaction scores for building a "real sense of an agency/media owner partnership," compared with a total of just over 20% for Google.
In all, Google was among the bottom five ranked media owners in nine of the 14 categories assessed in the IPA's survey.

Data sourced from the IPA; additional content by WARC staff