Interviews, insight & analysis on digital media & marketing

Azerion named UK’s top media owner

Azerion, a digital entertainment and media platform, has been named the best media owner in the IPA Digital Media Owners Spring 2022 survey.

90.4% of the 254 individuals surveyed from media agencies and digital specialists agreed that their experience of working with Azerion was a positive one. Runners up to Azerion were Blis (89.7%), Mail Metro Media (84.5%), Hearst Digital (84.4%), and GumGum (84.1%).

Azerion topped the overall rankings, as well as the rankings among ad networks/exchanges, DSP and sales houses. Meanwhile TikTok led on online pure plays, and Mail Metro Media on crossover media owners.

Azerion was also rated best in professionalism in dealing with dispute resolution; pro-active communication of relevant new opportunities; ease of contact; and engendering a real sense of agency/media agency partnership.

The platform’s success comes just weeks after it made its UK arm “Bigger” and “Better” by integrating its Inskin and Sublime acquisitions.

Elsewhere, GumGum topped understanding of client strategies and objectives; understanding of their own products; and delivery of innovative and creative solutions, while Hearst Digital came out on top for quality of response to brief and demonstration of how cross-over media opportunities can be exploited.

Reach was ranked highest on communication of direct contact with clients, and MiQ on regularity of face-to-face or telephone contact with the sales team.

“As life begins to return to normal following an extremely disruptive few years, it is extremely encouraging to see so many media owners improving across multiple categories,” said Amy Lawrence, Digital Director at MediaCom, and Chair of the IPA Digital Marketing Group. “It is vital that media owners and agencies work closely together to maintain high standards across the board and drive success for advertisers. Huge congratulations to Azerion for topping the Spring 2022 IPA Digital Media Owners Survey.”

*Azerion is a client of Bluestripe Communications, owned by Bluestripe Group, owner of NDA

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