Consumers rate Amazon as the best advertising platform, with relevant and useful ads and few negative qualities, according to Kantar Insights’ “Kantar Media Reactions 2023” report.
Despite not being one of marketers’ top five favourite platforms globally, Amazon does, however, engender trust among consumers, with a 10% year-on-year increase in ratings.
Meanwhile, the Kantar Media Reactions 2023 report, which captures the attitudes of consumers and marketers towards advertising platforms and channels, shows that in-person touchpoints dominate consumers’ preferred channels, with sponsored events leading the way for the second year in a row. Other channels in the top five include cinema ads, point-of-sale and outdoor digital ads/advertising.
The study also shows other significant contrasts between marketers’ and consumers’ preferred channels, with marketers favouring newer channels and consumers preferring less intrusive channels.
On the other hand, TV, the traditional backbone of advertising campaigns, is absent from the ranking of advertising channels preferred by professionals this year. While it has never been highly rated by consumers, it has historically been highly rated by marketers. However, from ranking third among marketers’ preferred channels last year, it has dropped to twelfth place in 2023. TV sponsorship, meanwhile, has fallen from 12th to 20th place. Only 6% of marketers say they will increase TV spend in 2024.
As far as marketers are concerned, the Kantar Media Reactions 2023 study quantifies how trends and changes in the media landscape shape their attitudes.
As for the evolution of X, the platform formerly known as Twitter, it has had negative repercussions among marketers, as it does not appear in the list of the top five preferred advertising platforms for marketers, who give lower expectations for future innovation (16% now vs. 28% in 2021) and trust (7% now vs. 11% in 2021). In fact, 14% say they will reduce their advertising spend on the platform by 2024.
There is a big gap between the advertising consumers enjoy and where marketers spend their budgets.
On the other hand, marketers continue to invest in channels that consumers don’t see as attention-grabbing. While influencer content is king in this regard, it is not, however, in the top five for consumers.
Furthermore, half of marketers do not consider attention to be as important as branding or sales results, despite evidence that it helps build brands and drives sales.
According to Susana Castellano, Head of Media at Kantar, “Today, successful advertising is seamlessly integrated into consumers’ lives: while browsing, consuming media products or simply going about their daily lives. Again this year, consumers have spoken up and said they clearly prefer advertising they see outside the home, such as at sponsored events or at the cinema. So why is there such a huge gap between the advertising consumers enjoy and where marketers spend their valuable budgets? We know that advertising campaigns have a seven times greater impact among receptive audiences, so it’s crucial for marketers to understand the strengths and weaknesses of different advertising platforms and invest their money where it will have the most impact.