YouTube & Amazon top ad platforms while X sees decline

According to Kantar's Media Reactions 2024 report, YouTube, Amazon, and TikTok have emerged as the leading ad platforms for marketers and consumers. The report captures preferences and trends within the advertising landscape based on surveys with approximately 18,000 consumers in 27 markets and 1,000 senior marketers globally.

YouTube remains the preferred platform for marketers, continuing its dominance in advertising. In contrast, Amazon and TikTok are the top choices for consumers, indicating a preference for relevant and engaging advertising experiences. Amazon's ads were noted for their relevance and usefulness within the shopping journey, while TikTok's appeal lies in its fun and creative advertisements.

Netflix, evaluated for the first time this year, made a significant impact by securing a place in the top five rankings for both consumers and marketers. The platform's strong performance is attributed to its trusted brand status and high ranking for brand safety among marketers.

A notable shift in the advertising landscape is the decline in marketer confidence in X, formerly known as Twitter. The Media Reactions 2024 report highlights a significant reduction in planned ad spending on X, with a net 26% of marketers indicating plans to decrease their investment in the platform next year. This decline is driven by concerns about brand safety and mistrust in the platform's ability to innovate and provide secure advertising spaces. Under Elon Musk’s leadership, trust in X’s advertisements has fallen from 22% in 2022 to 12% in 2024.

Gonca Bubani, Global Thought Leadership Director, Media, at Kantar, commented on the trend: "Advertisers have been moving their marketing spend away from X for several years. The stark acceleration of this trend in the past 12 months means a turnaround currently seems unlikely. Marketers are brand custodians and need to trust the platforms they use. X has changed so much in recent years and can be unpredictable from one day to the next—it’s difficult to feel confident about your brand safety in that environment. Ironically, decreasing spend by marketers on X will make consumers happier with the platform as they come face to face with fewer ads."

The report presents the following top-ranking digital media brands based on preference:

Consumers:
1. Amazon
1. TikTok
3. Instagram
4. Google
5. Netflix

Marketers:
1. YouTube
2. Instagram
3. Google
4. Netflix
5. Spotify

Among media channels, point-of-sale (PoS) ads have become consumer favourites, overtaking sponsored events. PoS ads are perceived as particularly trustworthy and useful without being intrusive. Other popular channels include cinema ads, newspaper ads, and out-of-home advertising.

The report ranks the top media channels as follows:

Consumers:
1. Point-of-sale ads
2. Cinema ads
3. Sponsored events
4. Newspaper ads
5. Out-of-home ads

Marketers:
1. Digital out-of-home ads
2. Sponsored events
3. Online video ads
4. Out-of-home ads
5. E-commerce ads

Additional findings from the report include mixed attitudes towards generative AI (GenAI). While 62% of consumers and 68% of marketers are positive about GenAI in general, only 59% of consumers are comfortable with AI-generated ads. Marketer receptivity to AI-generated ads, however, remains high, with 71% expressing no concerns.

The report also indicates a growing receptivity to advertisements among consumers over the past decade. Nearly half (47%) are now open to advertisements, compared to 24% in 2020.

Gonca Bubani summed up the importance of reaching receptive audiences: "Campaigns which reach more receptive audiences are seven times more impactful. It is crucial for marketers to find the sweet spot between the right channel, the right media brand, and the right format. To thrive in today’s fragmented environment, brands must understand cultural and media dynamics and ensure they are delivering high-quality, customised creative content that stands out and connects authentically with diverse audiences."