Agencies and digital specialists have named Reddit as the best media owner to work with, according to the 2024 IPA Digital Media Owners Spring Survey.
The survey, which is supported by True & North and details which media owners deliver the highest levels of service, reveals that 86.0% of respondents say that their overall experience of working with Reddit was a good one.
While Reddit leads overall and among Online Pure Plays, Mobsta led the way for Ad Networks/Exchanges, DSP and Sales Houses, while Mail Metro Media was the best performing Crossover Media Owner.
Other key findings:
- Five other media owners have an overall score of 80% or above: Mobsta (85.0%), Pinterest (85.0%), Acast (83.6%), GumGum (82.6%), and Blis (81.3%).
- In addition to leading the overall ranking, Reddit was named best for ‘Understanding of the context the agency operates in’ and ‘How best to support achievement of objectives’.
- Mobsta leads four individual categories (‘Quality of response to brief’, ‘Understanding of own products’, ‘Ease of sales force contact’ and ‘Engendering a real sense of agency/media owner partnership’), while Pinterest top three (‘Understanding of client strategies and objectives’, ‘Delivery of innovative, creative solutions’ and ‘Proactive communication of new opportunities’).
- Four media owners lead one individual category each: Blis (‘Communication of direct contact with clients’), Quantcast (‘Professionalism in dealing with dispute resolution’), MiQ (‘Regularity of constructive sales force contact’) and Mail Metro Media (‘Demonstration of how cross-media opportunities can be exploited’).
- Sky is the most broadly improved media owner with increases of 10 percentage points or more across five different categories, while ITV improved by the same margin across four categories.
Says Amy Lawrence, Digital Partner – UK & Global, EssenceMediacom & Chair of the IPA Digital Marketing Group: “2024 is a significant year for the advertising industry, with more than 60 elections due around the world, including in the UK and US, in addition to major sporting events such as the Olympics and the UEFA European Championships.
It is therefore more important than ever that agencies know which digital media owners are providing a consistently excellent service and are committed to working together effectively. It is heartening to see such high standards from so many media owners – particularly Reddit at this time.
David Clayton, Founder and Managing Director of True & North, states: “Despite an improved outlook for digital advertisers, growth remains both a focus and a challenge for many. While it is encouraging to see improvements in the quality of responses to briefs, scores have dropped across most metrics as client-facing teams feel the pressure to deliver. Now more than ever, agencies and digital media owners need to form strong partnerships. The survey indicates that the biggest opportunity lies in proactively engaging in regular, high-value conversations, and committing to improving transparency.”
Download IPA Digital Media Owners Survey, Spring 2024