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Amazon replaces TikTok as consumers’ most preferred ad environment globally

Media Reactions 2022, the third edition of Kantar’s global Ad Equity ranking of media channels and media brands also identified that — for the third consecutive year — traditional advertising platforms dominate the ranking of formats that consumers favour the most

Additionally, the brand saw that in the digital world, influencer content replaced podcast adverts as the preferred advertising format.

Despite consumers’ preferences for offline platforms, marketers continue to favour online platforms, says Kantar. More advertisers say they will increase spending on online video in their advertising budget allocations in 2023, as TikTok continues to be regarded as the most innovative media brand.

Kantar adds that a net of 61% global advertisers plan to increase their spending in the metaverse in 2023.

Top-ranking media channels
Kantar’s Ad Equity metric aims to uniquely identify the places where consumers most appreciate advertising and are least likely to view ads negatively.

Across all media channels, consumers are most positive about advertising in:

  1. sponsored events
  2. magazines, and
  3. cinema.

Ad equity for almost all online channels increased this year, continuing the trend since 2021, according to Kantar.

Kantar says that within the digital environment, influencer content leads the way as the preferred ad format, with a six-point jump in ad equity, followed by e-commerce and podcast ads.

Social media story ads and music streaming ads both improved one position in comparison to last year’s results, adds Kantar. 

Global digital media brands
Amazon leads the overall Ad Equity ranking among the nine digital media brands measured globally in 2022, according to Kantar. People find ads on Amazon relevant, useful and of better quality, making it the most popular ad platform among consumers in 2022.

  1. Amazon advertising is in the top five in four other markets and also the most preferred brand locally in four markets:
  2. Germany
  3. Italy
  4. Egypt, and
  5. Colombia.

TikTok, the second digital brand for Ad Equity, continues to be perceived as innovative and more fun and entertaining than other digital media brands. Spotify jumped four places to reach third, representing the constantly growing music streaming channels and podcasts.

Spotify’s strength mainly comes from the perception of quality ads and consumers’ willingness to accept the advertising on the platform, adds Kantar. It is placed first in Vietnam and in the top three in Japan and Korea.

Global ad equity media brands: 2022 top 5 ranking among consumers
Marketers ranked Instagram, for the second year in a row, as their number one preferred media brand, followed by Google in second and YouTube as third.

In 2022, TikTok has moved three spots in preferences among marketers, to reach the fourth position. 84% of marketers plan to spend more on TikTok in 2023; more than any other global ad platform.

Top ad equity performers by market
In contrast to 2021’s results, consumers’ preferences have been divided equally between global and local media platforms, according to Kantar.

Across 29 surveyed markets, global giants such as Amazon, Google, Twitch, Spotify, Pinterest and Disney were identified in 15 countries as the preferred platforms. Fourteen of the top advertising performers — from a consumer perspective — around the world are local or localised media brands.

Ad spend outlook
Digital media spending is expected to continue increasing in 2023, says Kantar.

Online video, video streaming and social media stories are the top three channels with a net increase in budget allocation in 2022 and 2023, followed by marketing in the metaverse, which marketers say they will increase by 61% in 2023.

Jane Ostler, EVP of creative and media solutions at Kantar, adds, “The media environment continues to evolve rapidly and, in inflationary times, marketers need to make careful choices.”

Ostler says, “Marketers continue to be lured by the siren call of the new and shiny, such as embracing attention as a new metric and the metaverse as a new channel — but it is imperative to maintain a holistic understanding of ad platforms and what consumers think of them.”

Chris Nortje, media lead at Kantar, adds, “The ability for new market players to enter a market and immediately garner great ad equity showcases that marketers need to always be on the lookout for new media partners and cannot become locked into historic best practices.”

“This holds especially true with global powerhouses such as Disney and Amazon when they come to market as whilst they may not yet have the reach, they certainly do hold consumers’ attention,” Nortje concludes.

Individuals can catch the highlights package in the free webinar and download the full report here

For more information, visit You can also follow Kantar on Facebook, Twitter or on Instagram.

Kantar Amazon replaces TikTok for ad environment Media Reactions 2022 Kantar’s Ad Equity metric best platforms to advertise on social platforms to advertise advertising on social ad placement



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