Amazon Tops List of Consumers’ Most Preferred Ad Platforms, TikTok Most Attention-Grabbing: Report
In the 2023 Kantar Media Reactions report, it was revealed that Amazon has once again claimed the top spot as consumers’ most preferred ad platform, while TikTok emerged as the most attention-grabbing platform. This annual study, conducted by Kantar, provides valuable insights into the attitudes of both consumers and marketers towards ad platforms and channels. The research covered 23 markets, including Saudi Arabia, the UAE, and Egypt.
Consumer Preferences and Marketers’ Choices
- For consumers, the preferred ad platforms are Amazon, Google, TikTok, Instagram, and Spotify.
- On the other hand, marketers favor YouTube, Google, Instagram, TikTok, and Spotify.
- YouTube, in particular, has seen improved trust among marketers, surpassing Google to claim the top spot.
- Instagram, while rising in popularity among consumers, has experienced a decline in innovation for marketers.
Despite YouTube’s favorable position among marketers, consumers still prefer Amazon as their top choice. The report highlights the importance of established brands in marketers’ decision-making process.
TikTok Takes Center Stage
TikTok has emerged as the most attention-grabbing ad platform, capturing the interest of both consumers and marketers. It ranks among the top five preferred platforms for both groups and was voted the best platform for capturing attention.
Elon Musk’s X, formerly known as Twitter, has suffered reputational damage among marketers, leading to a decline in perceptions of both innovation and trust. As a result, 14 percent of marketers plan to reduce their ad investment on the platform in 2024.
AI and the Metaverse
Artificial intelligence (AI) has garnered positive sentiments from both consumers and marketers, with 55 percent and 66 percent respectively showing optimism about its potential in the industry. However, according to the report, AI is still in its early stages of implementation in marketing.
The metaverse, another digital innovation, saw mixed results. While 61 percent of marketers claimed they would increase spending in the metaverse in 2023, the actual net increase was only 12 percent.
Consumer and Marketer Preferences Regarding Channels
The report revealed that consumers still prefer in-person touchpoints as their preferred channels. Sponsored events, cinema ads, point of sale, and out-of-home, both digital and traditional, topped the list.
In contrast, marketers are more focused on digital channels, with online video being their top choice. Sponsored events, digital-out-of-home, video streaming ads, and online stories also ranked high among marketers. Television, on the other hand, dropped significantly in popularity, falling to 12th place in 2023.
While TV ads still enjoy high levels of trust among marketers, their lack of innovation and the increased trust in other channels has resulted in only 6 percent of marketers planning to increase spend on TV ads in 2024.
Regional Variances
Sagar Dhal, media lead at Kantar Middle East, emphasized the differences in consumer and marketer preferences between regions. In the Middle East, TV remains a key channel for marketers, while local channels maintain the highest level of trust in Saudi Arabia. In the UAE, TV is the most popular ad channel, followed by out-of-home and digital out-of-home.
The report suggests that there is a dissonance between consumer and marketer preferences, particularly regarding channels such as sponsored events, newspapers, magazines, and TV. Marketers must bridge this gap to meet consumer expectations and tailor their media mix accordingly for each campaign.
Editor Notes
The Kantar Media Reactions report provides valuable insights into the current landscape of ad platforms and channels. It is interesting to see Amazon maintain its position as consumers’ most preferred ad platform for two consecutive years. TikTok’s success as the most attention-grabbing platform demonstrates its impact on both consumers and marketers.
It is crucial for marketers to stay abreast of emerging trends, such as AI and the metaverse, and assess their potential impact on marketing strategies. The discrepancy between consumer and marketer preferences regarding channels highlights the need for targeted and customized campaigns.
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