News International’s Reputation Is Amongst Those Falling With Ad Buyers

Digital ad salespeople from News International, Microsoft (NSDQ: MSFT), The Guardian and Facebook are amongst those going down in the estimation of ad agencies, according to the Institute of Practitioners in Advertising.

Its latest survey of how ad agencies’ digital planners, strategists and buyers view media owners makes painful reading for some, and gives an insight in to one aspect of News International’s recent paid strategy switch – its possible effect on ad sales…

The publisher rates the bottom or close, and shows among the largest fallbacks in ad buyer perception, in a range of IPA survey categories – including satisfaction, the quality of responses to buyers’ briefs, the extent to which it understands advertisers’ objectives, the innovative and creative qualities of its ad solutions, and the extent to which salespeople work as a team with buyers.

Display advertising visible on has shrunk dramatically since fees were introduced, though the site retains a smaller number of ad spots from big financial corporates and a range of sponsored editorial.

The survey of 212 ad buyers was conducted between September 15 and October 15, three months after The Times introduced fees, but reveals perceptions of 19 other media property owners, too.’s perception has improved most, whilst Bauer’s has fallen most. Dedicated ad nets Specific Media, Adconion, Ad 2-One and Unanimis fare best, with the leading pure media operator.

The Guardian’s reputation has declined more in the last two years than any other media owner, while showed the most improved perception across the board.