The Institute of Practioners in Advertising (IPA) has published its biannual Digital Media Owner Survey which asks agency members to provide a list of their top trading partners from the previous year.
As a result, agencies and digital specialists have named Blis as the best media owner to work with.
The True & North-supported survey – undertaken between 22 February and 27 March – details which media owners deliver the highest levels of service and which have shown a commitment to ‘continually improving’ their digital standards.
A sizeable 84.9% agreed that Blis was the best, with Pinterest (83.1%) and GumGum (81.9%) following closely behind. Six additional media owners also have an overall score above 75%: Reddit (79.5%), Captify (78.8%), Mail Metro Media (77.3%), Snap/Snapchat (76.7%) MiQ (76.3%), and Quantcast (75.8.%).
While Blis lead the overall ranking, it did not top any one specific category, but instead performed consistently well in all areas including six top three finishes.
“It is encouraging to see so many media owners maintain high standards across the board, and those that have struggled recently know where they must raise their game,” IPA Digital Marketing Group chair and MediaCom digital director, Amy Lawrence, said.
“In a complex landscape, knowing which media owners are delivering a consistently high service is critical for agencies, so huge congratulations must go to Blis for their outstanding performance in topping the Spring 2023 IPA Digital Media Owners Survey.”
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True & North founder and managing director David Clayton added: “The advertising market is becoming increasingly complex and right now there’s a huge focus on growth. To cope, agencies and digital media owners need to work more closely together and become strong allies. The survey shows that the biggest opportunity for media owner sales teams lies in learning how to deliver more constructive, high-value conversations. They also need to continuously nurture and build relationships with agencies and brands based on empathy and trust.
“Despite the overall drop in performance Vs. Autumn Survey, it is encouraging to see most media owners offering high standards of service and some of the larger players showing significant improvement.”
