Differing Preferences: Marketers and Consumers at Odds on Ad Placements

When it comes to ad placements, a significant disconnect has emerged between marketers and consumers, as revealed in Kantar's latest Media Reactions report.

Divided Preference

Based on extensive research involving approximately 16,000 consumers and 900 senior marketers worldwide, this year's report highlights a notable disparity in the favored ad channels and platforms between these two groups.

Consumer Favorites

For the second consecutive year, consumers have voiced a preference for Amazon as their top ad platform, citing the relevance and usefulness of its ads.

Marketer's Choice

In contrast, marketers have a different perspective, with YouTube claiming the top spot in their rankings. This platform has gained a 6% increase in trust among marketers compared to the previous year. Interestingly, Amazon did not even make it into marketers' top five choices.

Channel Preferences

With media channels, consumers tend to gravitate towards ads delivered through in-person experiences such as events or cinema, favoring channels that cause minimal disruption in their lives.

Marketers Embrace Newer Channels

Marketers, on the other hand, exhibit a preference for newer channels. Online video emerges as their top choice, followed by sponsored events, digital out-of-home (DOOH), video streaming ads, and online stories.

Changing Landscape

Interestingly, traditional television (TV) no longer holds a prominent position among consumers or marketers, plummeting to 12th place this year. A mere 6% of marketers have plans to increase their TV ad spending in the upcoming year.

Decline in X

Additionally, Kantar's report indicates that the X platform is losing momentum among marketers, with 14% planning to reduce their spending on it in 2024.