UK Agencies Rate YouTube 'Worst Media Owner'

08 November 2007

LONDON: YouTube UK can expect a sharp kick in the toches from the Mountain View heavies after being ranked bottom in a survey of digital media owners, published Wednesday by the Institute of Practitioners in Advertising, the body representing British ad, media and marcoms agencies.

IPA members, invited to rate their overall experience in dealing with owners of digital media, gave the Google-owned videosharing site a resounding thumbs-down, with a mere 17% of respondents willing to agree with the statement that "dealing with YouTube was a good experience".

In fact the digital sector overall failed to please Albion's picky practitioners, with only two firms - AOL and MSN - gaining an approval rating better than fifty per cent.

"You have to worry about YouTube," opines Nigel Gwilliam, head of digital at the IPA. "It has offered appalling service and has finished behind a rival, Facebook, that doesn't even have a UK office and has faced industry scandal regarding BNP ads."

Google, whose arrogance these days matches that of Microsoft (and ITV in its prime), was insouciance personified.

"It is still very early days for the YouTube advertising platform," said a Google PR hack. "And contact with agencies will increase as we build a dedicated infrastructure to meet the needs of the market."

Gwilliam, clearly not a man to mince his words, is scathing about the survey's overall findings.

"The only story in search [advertising] is that Yahoo! has fallen off a cliff," he said. "MSN is improving but Yahoo! is clearly going the wrong way. Service to agencies is suffering because of internal changes there and it has become a real problem for them."

To read the full survey report click here

Data sourced from Media Week (UK); additional content by WARC staff