IPA

Digital Media Group

Digital Media Owners Image Survey

Autumn 2010
 Methodology

z Fieldwork was undertaken between September 15th and October 15th 2010.

z Digital planners, strategists and buyers in media agencies and digital specialists
invited to take part in the online survey

z Respondents being selected by intermediary within selected agencies according to

their perceived knowledge of the sector.

z A total of 212 survey responses were received.

z Respondents were first asked to indicate which media owners they had a trading
relationship with. They were then asked to rate only those owners against a set of 13
image attributes (14 for media owners for whom cross-media activity is applicable) on
a 7 point
i scale
l ffrom strongly
l agree to strongly
l di
disagree.

z In the analysis that follows Don’t knows and Not applicable responses have been
removed so that a fair comparison between media owners can be made.
 Display Media Owners
My overall experience of dealing with this supplier is a good one
Autumn 2010

% agree strongly/agree

0 10 20 30 40 50 60 70 80 90

SPECIFIC MEDIA

ADCONION UK LTD

AD 2-ONE

UNANIMIS

CHANNEL4.COM

AOL ADVERTISING

VIBRANT MEDIA

TELEGRAPH.CO.UK

YAHOO!

IPC MEDIA

MICROSOFT ADVERTISING

FACEBOOK

SKY DIGITAL MEDIA

BAUER

THE GUARDIAN

GOOGLE (DISPLAY)/YOUTUBE

NEWS INTERNATIONAL

HAYMARKET

ITV.COM

MONEYSUPERMARKET.COM
 Display Media Owners
My overall experience of dealing with this supplier is a good one
Autumn 2010 vs Spring
p g 2010

% points change

-20 -15 -10 -5 0 5 10 15 20

ITV.COM

ADCONION UK LTD

IPC MEDIA

TELEGRAPH.CO.UK

SKY DIGITAL MEDIA

AD 2-ONE

UNANIMIS

AOL ADVERTISING

CHANNEL4.COM

GOOGLE (DISPLAY)/YOUTUBE

YAHOO!

SPECIFIC MEDIA

NEWS INTERNATIONAL

MONEYSUPERMARKET.COM

FACEBOOK

HAYMARKET

THE GUARDIAN

VIBRANT MEDIA

MICROSOFT ADVERTISING

BAUER
 My overall experience in dealing with this supplier is good
Online Ad Networks
Spring
p g 2009 9 – Autumn 2010

Spring '09 Autumn '09 Spring '10 Autumn '10

83.5
85 82.2

78.6
79.4
80 77.8

75 71.7

70 66.7
64.8 64.6
65 61.5
60.5 60.3
58 8
58.8
% 60 8
58.0
55

55 52.4

50
45
40
35
S C C MEDIA
SPECIFIC VIBRANT MEDIA CO O U
ADCONION UK LTD U S
UNANIMIS
 My overall experience in dealing with this supplier is good
Online Pure Plays
Spring
p g 2009 9 – Autumn 2010

Spring '09 Autumn '09 Spring '10 Autumn '10

70.0 67.9
64.1
62.0 63.0
60.6 59.5
58.9 59.1 58.7
60.0 57.7
55.9
57.8
56.6
53.3
49.7
50.0 47.0
43.5
43.4

% 40.0 35.034.6

29 6
29.6
30.0 27.1
25.0

19.0
20.0

10.0
 My overall experience in dealing with this supplier is good
Crossover Media Owners
Spring
p g 2009 9 – Autumn 2010

Spring '09 Autumn '09 Spring '10 Autumn '10

70.0 65.1
64.7 64.4
63.6
61.3
59.5 59.8
60.0 55.1
57.1 57.8
54.2
51.0 51.9
48.7 49.550.5
50 5 47.4
47 4
50.0 45.2
47.4 47.1 46.9
45.5 44.943.9
41.9

% 40.0 35.5 36.4 37.3

34.0
32.5
28 4
28.4
30.0
23.0

20.0

10 0
10.0
 Display Media Owners
The sales team understand my objectives

% agree strongly/agree

0 10 20 30 40 50 60 70 80

SPECIFIC MEDIA

ADCONION UK LTD

MICROSOFT ADVERTISING

AOL ADVERTISING

GOOGLE (DISPLAY)/YOUTUBE
GOOG ( S )/ OU U

YAHOO!

CHANNEL4.COM

VIBRANT MEDIA

UNANIMIS

TELEGRAPH CO UK
TELEGRAPH.CO.UK

FACEBOOK

HAYMARKET

AD 2-ONE

THE GUARDIAN

IPC MEDIA

BAUER

MONEYSUPERMARKET.COM

SKY DIGITAL MEDIA

NEWS INTERNATIONAL

ITV.COM
 Display Media Owners
The sales team understand my objectives
Autumn 2010 vs Spring
p g 2010

% points change

-20 -15 -10 -5 0 5 10 15 20

GOOGLE (DISPLAY)/YOUTUBE

ADCONION UK LTD

TELEGRAPH.CO.UK

AOL ADVERTISING

C NN 4.CO
CHANNEL4.COM

AD 2-ONE

IPC MEDIA

ITV.COM

SPECIFIC MEDIA

THE GUARDIAN

UNANIMIS

BAUER

YAHOO!

MONEYSUPERMARKET.COM

HAYMARKET

SKY DIGITAL MEDIA

FACEBOOK

VIBRANT MEDIA

MICROSOFT ADVERTISING

NEWS INTERNATIONAL
 Display Media Owners
The quality of responses to brief are high

% agree strongly/agree

0 10 20 30 40 50 60 70 80 90

SPECIFIC MEDIA

VIBRANT MEDIA

ADCONION UK LTD

AOL ADVERTISING

TELEGRAPH.CO.UK
G .CO.U

YAHOO!

UNANIMIS

IPC MEDIA

THE GUARDIAN

CHANNEL COM
CHANNEL4.COM

SKY DIGITAL MEDIA

MICROSOFT ADVERTISING

AD 2-ONE

FACEBOOK

BAUER

HAYMARKET

GOOGLE (DISPLAY)/YOUTUBE

NEWS INTERNATIONAL

ITV.COM

MONEYSUPERMARKET.COM
 Display Media Owners
The quality of responses to brief are high
Autumn 2010 vs Spring
p g 2010

% points change

-20 -15 -10 -5 0 5 10 15 20

IPC MEDIA

SKY DIGITAL MEDIA

TELEGRAPH.CO.UK

ITV.COM

AOL
O ADVERTISING
V S NG

AD 2-ONE

VIBRANT MEDIA

THE GUARDIAN

HAYMARKET

UNANIMIS

GOOGLE (DISPLAY)/YOUTUBE

CHANNEL4.COM

ADCONION UK LTD

MONEYSUPERMARKET.COM

SPECIFIC MEDIA

FACEBOOK

YAHOO!

BAUER

NEWS INTERNATIONAL

MICROSOFT ADVERTISING
 Display Media Owners
The sales team demonstrates an excellent understanding of their own products

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

SPECIFIC MEDIA

ADCONION UK LTD

VIBRANT MEDIA

FACEBOOK

HAYMARKET

TELEGRAPH.CO.UK

CHANNEL4.COM

THE GUARDIAN

IPC MEDIA

UNANIMIS

AOL ADVERTISING

GOOGLE (DISPLAY)/YOUTUBE

YAHOO!

AD 2-ONE

MICROSOFT ADVERTISING

BAUER

SKY DIGITAL MEDIA

NEWS INTERNATIONAL

MONEYSUPERMARKET.COM

ITV.COM
 Display Media Owners
The sales team demonstrates an excellent understanding of their own products
Autumn 2010 vs Spring
p g 2010

% points change

-20.0 -10.0 0.0 10.0 20.0 30.0

IPC MEDIA

TELEGRAPH.CO.UK

HAYMARKET

ADCONION UK LTD

SKY DIGITAL
S G MEDIA

MONEYSUPERMARKET.COM

ITV.COM

AOL ADVERTISING

AD 2-ONE

UNANIMIS

NEWS INTERNATIONAL

BAUER

CHANNEL4.COM

SPECIFIC MEDIA

THE GUARDIAN

FACEBOOK

VIBRANT MEDIA

YAHOO!

GOOGLE (DISPLAY)/YOUTUBE

MICROSOFT ADVERTISING
 Display Media Owners
The sales team are professional in dealing with dispute resolution

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

ADCONION UK LTD

AOL ADVERTISING

SPECIFIC MEDIA

AD 2-ONE

C NN 4.CO
CHANNEL4.COM

MICROSOFT ADVERTISING

UNANIMIS

YAHOO!

VIBRANT MEDIA

SKY DIGITAL MEDIA

THE GUARDIAN

TELEGRAPH.CO.UK

FACEBOOK

HAYMARKET

BAUER

IPC MEDIA

GOOGLE (DISPLAY)/YOUTUBE

NEWS INTERNATIONAL

MONEYSUPERMARKET.COM

ITV.COM
 Display Media Owners
The sales team are professional in dealing with dispute resolution

% points change

-20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0

SKY DIGITAL MEDIA

AOL ADVERTISING

CHANNEL4.COM

AD 2-ONE

YAHOO!
OO!

ADCONION UK LTD

UNANIMIS

IPC MEDIA

BAUER

TELEGRAPH CO UK
TELEGRAPH.CO.UK

MONEYSUPERMARKET.COM

HAYMARKET

THE GUARDIAN

GOOGLE (DISPLAY)/YOUTUBE

MICROSOFT ADVERTISING

FACEBOOK

VIBRANT MEDIA

ITV.COM

SPECIFIC MEDIA

NEWS INTERNATIONAL
 Display Media Owners
The media owner delivers innovative, creative solutions

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

MICROSOFT ADVERTISING

GOOGLE (DISPLAY)/YOUTUBE

CHANNEL4.COM

YAHOO!

ADCONION
CON ON UK
U LTD

AOL ADVERTISING

THE GUARDIAN

VIBRANT MEDIA

FACEBOOK

BAUER

TELEGRAPH.CO.UK

SPECIFIC MEDIA

HAYMARKET

UNANIMIS

SKY DIGITAL MEDIA

IPC MEDIA

AD 2-ONE

ITV.COM

NEWS INTERNATIONAL

MONEYSUPERMARKET.COM
 Display Media Owners
The media owner delivers innovative, creative solutions

% points change

-20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0

GOOGLE (DISPLAY)/YOUTUBE

ADCONION UK LTD

AOL ADVERTISING

ITV.COM

HAYMARKET

YAHOO!

TELEGRAPH.CO.UK

IPC MEDIA

UNANIMIS

AD 2-ONE
ONE

SKY DIGITAL MEDIA

MONEYSUPERMARKET.COM

SPECIFIC MEDIA

VIBRANT MEDIA

THE GUARDIAN

MICROSOFT ADVERTISING

FACEBOOK

CHANNEL4.COM

BAUER

NEWS INTERNATIONAL
 Display Media Owners
The sales team pro-actively communicate relevant new opportunities

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

FACEBOOK

SPECIFIC MEDIA

ADCONION UK LTD

YAHOO!

MICROSOFT
C OSO ADVERTISING
V S NG

AOL ADVERTISING

UNANIMIS

GOOGLE (DISPLAY)/YOUTUBE

AD 2-ONE

SKY DIGITAL MEDIA

VIBRANT MEDIA

THE GUARDIAN

TELEGRAPH.CO.UK

CHANNEL4.COM

IPC MEDIA

HAYMARKET

ITV.COM

BAUER

NEWS INTERNATIONAL

MONEYSUPERMARKET.COM
 Display Media Owners
The sales team pro-actively communicate relevant new opportunities

% points change

-20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0

SKY DIGITAL MEDIA

ITV.COM

HAYMARKET

AD 2-ONE

UN N
UNANIMIS
S

YAHOO!

TELEGRAPH.CO.UK

VIBRANT MEDIA

THE GUARDIAN

IPC MEDIA

AOL ADVERTISING

SPECIFIC MEDIA

GOOGLE (DISPLAY)/YOUTUBE

NEWS INTERNATIONAL

FACEBOOK

MONEYSUPERMARKET.COM

ADCONION UK LTD

CHANNEL4.COM

MICROSOFT ADVERTISING

BAUER
 Display Media Owners
It's easy to contact the sales team

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

ADCONION UK LTD

SPECIFIC MEDIA

AD 2-ONE

AOL ADVERTISING

UN N
UNANIMIS
S

IPC MEDIA

VIBRANT MEDIA

CHANNEL4.COM

SKY DIGITAL MEDIA

FACEBOOK

TELEGRAPH.CO.UK

MICROSOFT ADVERTISING

YAHOO!

HAYMARKET

THE GUARDIAN

NEWS INTERNATIONAL

BAUER

ITV.COM

GOOGLE (DISPLAY)/YOUTUBE

MONEYSUPERMARKET.COM
 Display Media Owners
It's easy to contact the sales team

% agree strongly/agree

-25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0

IPC MEDIA

AOL ADVERTISING

ADCONION UK LTD

MONEYSUPERMARKET.COM

SKY DIGITAL
S G MEDIA

AD 2-ONE

TELEGRAPH.CO.UK

SPECIFIC MEDIA

UNANIMIS

ITV COM
ITV.COM

NEWS INTERNATIONAL

CHANNEL4.COM

VIBRANT MEDIA

FACEBOOK

THE GUARDIAN

MICROSOFT ADVERTISING

HAYMARKET

YAHOO!

GOOGLE (DISPLAY)/YOUTUBE

BAUER
 Display Media Owners
I have regular constructive face-to-face or telephone contact with the sales team

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

SPECIFIC MEDIA

YAHOO!

ADCONION UK LTD

MICROSOFT ADVERTISING

FACEBOOK
C OO

AOL ADVERTISING

AD 2-ONE

UNANIMIS

IPC MEDIA

GOOGLE (DISPLAY)/YOUTUBE

CHANNEL4.COM

HAYMARKET

VIBRANT MEDIA

SKY DIGITAL MEDIA

TELEGRAPH.CO.UK

THE GUARDIAN

BAUER

NEWS INTERNATIONAL

ITV.COM

MONEYSUPERMARKET.COM
 Display Media Owners
I have regular constructive face-to-face or telephone contact with the sales team

% points change

-25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0

GOOGLE (DISPLAY)/YOUTUBE

HAYMARKET

IPC MEDIA

AD 2-ONE

ITV.COM
V.CO

SPECIFIC MEDIA

AOL ADVERTISING

MONEYSUPERMARKET.COM

YAHOO!

ADCONION UK LTD

SKY DIGITAL MEDIA

THE GUARDIAN

UNANIMIS

FACEBOOK

TELEGRAPH.CO.UK

MICROSOFT ADVERTISING

CHANNEL4.COM

NEWS INTERNATIONAL

VIBRANT MEDIA

BAUER
 Display Media Owners
The sales team engenders a real sense of an agency/media owner partnership

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

SPECIFIC MEDIA

ADCONION UK LTD

UNANIMIS

YAHOO!

AOL
O ADVERTISING
V S NG

MICROSOFT ADVERTISING

VIBRANT MEDIA

CHANNEL4.COM

FACEBOOK

AD 2-ONE
ONE

TELEGRAPH.CO.UK

IPC MEDIA

GOOGLE (DISPLAY)/YOUTUBE

BAUER

HAYMARKET

SKY DIGITAL MEDIA

THE GUARDIAN

NEWS INTERNATIONAL

ITV.COM

MONEYSUPERMARKET.COM
 Display Media Owners
The sales team engenders a real sense of an agency/media owner partnership

% points change

-25 -20 -15 -10 -5 0 5 10 15

HAYMARKET

TELEGRAPH.CO.UK

IPC MEDIA

GOOGLE (DISPLAY)/YOUTUBE

ADCONION
CON ON UK
U LTD

UNANIMIS

AOL ADVERTISING

YAHOO!

SKY DIGITAL MEDIA

CHANNEL COM
CHANNEL4.COM

THE GUARDIAN

ITV.COM

MONEYSUPERMARKET.COM

VIBRANT MEDIA

FACEBOOK

SPECIFIC MEDIA

AD 2-ONE

BAUER

NEWS INTERNATIONAL

MICROSOFT ADVERTISING
 Display Media Owners
The media owner successfully communicates direct contact they have with clients

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

ADCONION UK LTD

AOL ADVERTISING

FACEBOOK

UNANIMIS

MICROSOFT
C OSO ADVERTISING
V S NG

SPECIFIC MEDIA

AD 2-ONE

GOOGLE (DISPLAY)/YOUTUBE

BAUER

CHANNEL COM
CHANNEL4.COM

THE GUARDIAN

YAHOO!

SKY DIGITAL MEDIA

NEWS INTERNATIONAL

IPC MEDIA

HAYMARKET

VIBRANT MEDIA

TELEGRAPH.CO.UK

ITV.COM

MONEYSUPERMARKET.COM
 Display Media Owners
The media owner successfully communicates direct contact they have with clients

% points change

-20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0

ADCONION UK LTD

NEWS INTERNATIONAL

UNANIMIS

THE GUARDIAN

GOOGLE (DISPLAY)/YOUTUBE
GOOG ( S )/ OU U

HAYMARKET

AD 2-ONE

AOL ADVERTISING

ITV.COM

FACEBOOK

MONEYSUPERMARKET.COM

CHANNEL4.COM

SKY DIGITAL MEDIA

MICROSOFT ADVERTISING

IPC MEDIA

TELEGRAPH.CO.UK

BAUER

SPECIFIC MEDIA

VIBRANT MEDIA

YAHOO!
 Display Media Owners
We receive adequate mid-campaign support (eg trafficking and optimisation)

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

SPECIFIC MEDIA

ADCONION UK LTD

UNANIMIS

VIBRANT MEDIA

FACEBOOK
C OO

AOL ADVERTISING

MICROSOFT ADVERTISING

YAHOO!

AD 2-ONE

CHANNEL COM
CHANNEL4.COM

BAUER

THE GUARDIAN

MONEYSUPERMARKET.COM

IPC MEDIA

TELEGRAPH.CO.UK

SKY DIGITAL MEDIA

GOOGLE (DISPLAY)/YOUTUBE

HAYMARKET

NEWS INTERNATIONAL

ITV.COM
 Display Media Owners
We receive adequate mid-campaign support (eg trafficking and optimisation)

% points change

-15.0 -10.0 -5.0 0.0 5.0 10.0 15.0

MONEYSUPERMARKET.COM

CHANNEL4.COM

AOL ADVERTISING

UNANIMIS

THE GUARDIAN
GU N

ADCONION UK LTD

HAYMARKET

TELEGRAPH.CO.UK

IPC MEDIA

AD 2-ONE
ONE

BAUER

VIBRANT MEDIA

SKY DIGITAL MEDIA

NEWS INTERNATIONAL

SPECIFIC MEDIA

ITV.COM

YAHOO!

GOOGLE (DISPLAY)/YOUTUBE

FACEBOOK

MICROSOFT ADVERTISING
 Display Media Owners
We receive adequate post-campaign support (eg delivery and reconciliation)

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

SPECIFIC MEDIA

ADCONION UK LTD

VIBRANT MEDIA

AOL ADVERTISING

UN N
UNANIMIS
S

TELEGRAPH.CO.UK

FACEBOOK

MICROSOFT ADVERTISING

YAHOO!

IPC MEDIA

SKY DIGITAL MEDIA

THE GUARDIAN

HAYMARKET

CHANNEL4.COM

AD 2-ONE

BAUER

GOOGLE (DISPLAY)/YOUTUBE

NEWS INTERNATIONAL

MONEYSUPERMARKET.COM

ITV.COM
 Display Media Owners
We receive adequate post-campaign support (eg delivery and reconciliation)

% points change

-20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0

TELEGRAPH.CO.UK

HAYMARKET

SKY DIGITAL MEDIA

IPC MEDIA

ADCONION
CON ON UK
U LTD

UNANIMIS

AOL ADVERTISING

GOOGLE (DISPLAY)/YOUTUBE

BAUER

THE GUARDIAN

VIBRANT MEDIA

YAHOO!

CHANNEL4.COM

FACEBOOK

NEWS INTERNATIONAL

AD 2-ONE

SPECIFIC MEDIA

MONEYSUPERMARKET.COM

MICROSOFT ADVERTISING

ITV.COM
 Display Media Owners
The media owner demonstrates a good understanding of how cross-media opportunities
can be exploited
p

% agree strongly/agree

0.0 10.0 20.0 30.0 40.0 50.0 60.0

TELEGRAPH.CO.UK

THE GUARDIAN

BAUER

CHANNEL4.COM

IPC MEDIA

SKY DIGITAL MEDIA

NEWS INTERNATIONAL

HAYMARKET

ITV COM
ITV.COM
 Display Media Owners
The media owner demonstrates a good understanding of how cross-media opportunities
can be exploited
p

% points changed

-15.0 -10.0 -5.0 0.0 5.0 10.0 15.0

ITV.COM

HAYMARKET

TELEGRAPH.CO.UK

IDS

BAUER

SKY DIGITAL MEDIA

IPC MEDIA

THE GUARDIAN

NEWS INTERNATIONAL

CHANNEL4.COM