Kantar’s global Ad Equity ranking of media channels and media brands released
Advertising across omnichannel retail finds success with consumers
Consumers continue to be more positive about offline ad platforms
Popularity of podcast adverts has risen, overtakes influencer content as the preferred digital ad platform
12th September 2021; Dubai, UAE:Kantar, the world’s leading data, insights and consulting company has just released Media Reactions 2021, the second edition of Kantar’s global Ad Equity ranking of media channels and media brands. Ad equity refers to the attitudes consumers have towards the advertising experience within specific platforms and ad formats.
Despite the prominence of digital platforms in daily life, consumers continue to be more positive aboutoffline ad platforms such as cinema, sponsored events, magazine ads and point of sale (POS). The popularity of podcast adverts has risen. Positioned at #11 in the overall Ad Equity ranking, they have overtaken influencer content as the preferred digital ad medium. Podcast ads are perceived as both better quality and more relevant compared to 2020, but also more repetitive, unsurprising given the increase in ad spend on the platform.
|Consumer Global ad equity ranking – all media channels||Consumer Global ad equity ranking – online media channels|
|1) Cinema ads (-)||1) Podcast ads (+1)|
|2) Sponsored events (-)||2) Influencer content (-1)|
|3) Magazine ads (-)||3) Ecommerce ads (new!)|
|4) POS ads (new!)||4) Ads on TV streaming services (-1)|
|5) Newspaper ads (-)||5) Social media story ads (-)|
Across branded digital platforms, TikTok remains top of the global Ad Equity rankings. Although only ranked as the #1 overall platform in one market – Taiwan, TikTok is the leading global digital platform in the important US marketand isfirst or second ranked of the global digital platforms in 9 of the 22 markets where it was measured. The inclusion of commerce platforms in this year’s ranking illustrates their increasing importance across the digital advertising landscape. Amazon ranks second globally among consumers, topping the list in 4 markets. Together with regional ecommerce giant Mercado Libre, which leads in Argentina, Amazon’s success showcases why ecommerce has entered the online media channel ad equity rankings in third place.
Global ad equity for media brands: 2021 top-five ranking among consumers
|1) TikTok (-)|
|2) Amazon (new!)|
|3) Instagram (-1)|
|4) Google (-)|
|5) Twitter (-)|
Global vs Local: Media Reactions highlights the importance, and challenge, of market-specific media strategies. In 16 of the 23 markets surveyed the #1 ranked media brand was a local media brand or a localised version of global media brands. Ten of these 16 are news and magazine brands. This local success, together with differing attitudes to the ads onglobal digital media brands, makes balancing the benefits of scale of global media platforms with the promise of greater relevance from local media gems ever more important.
The Innovator’s Dilemma: Media Reactionsalso highlights the challenge for brandsin keeping their media mix reflective of the latest consumer media preferences as well as reflective of their own values and brand positioning. Marketers favour channels and platforms they believe provide both trustworthy and innovative advertising environments. Among the global brands, Instagram best manages this balancing act. YouTube, Google and Facebook are trusted platforms but are considered slightly less innovative.
TikTok is not yet trusted by marketers as much as the more established platforms, but it has made enormous improvements in the past year. It remains comfortably the most innovative place for ads, and trust has doubled, so many more marketers are now positive about placing ads on the platform.
Ad Spend Outlook:Media Reactions marketers’ survey provides insights intoprobable media growth areas for 2022. The vast majority of global marketers plan to increase spend on their favoured ad formats:online video, influencer content and social media ads. Many will reduce spend on print ads. YouTube, Instagram and TikTok are the platforms set to benefit most.
Discussing the findings Duncan Southgate, Director, Media Domain at Kantar’s Insights’ Division commented “The ad industry has beenencouraged by the rapid recovery in 2021, as advertising has been used as one of the levers to fuel recovery in the wider economy. As we emerge into a new media landscape, brands need to understand which consumer and marketer attitudes have changed, and which have stayed the same. Which media brands have retained their appeal, and which have grown stronger? While the pandemic accelerated the growth of digital in every aspect of life, we have seen a robustness in consumers’ preference for offline advertising, and some strong local news brands in particular. Marketers need to ensure their strategies respect those preferences alongside the benefits of scale delivered by global digital platforms. TikTok has done an impressive job retaining its differentiated advertising proposition with consumers – even as its userbase has almost doubled over the past year. We have also seen the re-emergence of retail as a critical ad platform, both online and physically. Advertising strategies that seamlessly align with omnichannel retail strategies provide a great opportunity for marketers to deliver more popular campaigns.”
The full report can be found at www.kantar.com/campaigns/media-reactions.
Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
About Media Reactions 2021
We’ve been researching media experiences and perceptions for over 20 years. Media Reactions combines consumer and marketer studies for a complete view of the current media landscape and how to navigate it.
The 2021 survey spoke to over 900 marketing professionals from advertiser, agency and media companies around the world. The consumer survey is based on over 14,500 interviews in 23 markets (Argentina, Australia, Brazil, Canada, Chinese Mainland, Colombia, Egypt, Germany, Greece, India, Japan, Mauritius, Mexico, Netherlands, New Zealand, Philippines, Poland, Russia, South Africa, Spain, Taiwan, UK, US). Detailed global and market-level data files and reports are available to buy including full ad equity rankings and diagnoses for all channels and all media brands as well as media brand personality profiles.
Media Reactions complements Kantar’s comprehensive portfolio of media measurement and effectiveness solutions, including approaches that test ads in different media contexts and channels.