Effective advertising platforms in 2024 – Kantar research
Kantar has conducted extensive research into consumer and marketer preferences for advertising platforms. We analyzed the main findings and share. He results with you.Kantar is a leading marketing analytics and research company that provides brands with insights into consumer behavior and preferences to build effective marketing. Strategies.Main theses from the study Media Reactions 2024., Amazon and TikTok are the most preferred advertising platforms among consumers in 2024.
Netflix entered the ranking for the first time and became one of the top five platforms. Brands that provide a strong emotional connection with . Consumers have more chances to grow in the market.
Why Amazon and TikTok gained popularity among consumers
Amazon and TikTok topped the ranking of platforms for consumer preferences, but with different emphases. Consumers report that Amazon ads are helpful, targeted, and relevant to their interests. TikTok, in turn. Holds the lead in entertainment content — users value creativity and engagement with commercials on the platform. Why Amazon and TikTok gained popularity among consumersPhoto: Amazon and TikTok are the most preferred . Advertising platforms among consumers in 2024.of consumers and of marketers are positive about the use of AI in advertising.
A particular database by industry is the specific database by industry effective instrument for social promotion campaigns. This helps firms to make their advertisements to reach the right audience through making them industry-specifics, thus, enhancing the likely hood of attracting the consumers’ attention. With the help of the ethically collected and accurate database. It becomes possible to address all the legal aspects of privacy while providing companies with the actual way of addressing people through social networks with a much higher percentage of success.
of marketers are excited about AI, while only 48% of consumers support it. of consumers are concerned about AI-based advertising, compared to of marketers. Younger generations such as Boomers and Millennials are more positive about AI, while only of Baby Boomers support the technology. Kantar research shows that brands can succeed if they use platforms with a positive attitude towards advertising, such as Amazon, TikTok and Netflix. This will help you better attract and retain your audience.
Netflix: a new entrant in the advertising market
Netflix appeared in the rating for the first time. And immediately entered the list of the five most attractive advertising platforms.Consumers don’t find Netflix ads intrusive. The platform has successfully integrated the minimum number of ads that do. Not interfere with content viewing — this allows to maintain a. Positive perception of advertising among viewers.This confirms that the right advertising strategy can strengthen the position in this area.Marketers should consider the preferences of different generations and adjust their strategies. Special attention is recommended to be paid to personalization. Creative approach and interactivity of advertising campaigns. Investments in unique content. New ad formats, and personalized approaches to creating ads will help you successfully interact with users in 2024. This will help brands engage their audience. more effectively and achieve better results.
Positive attitude towards advertising
The study shows that 47% of consumers have a positive attitude towards advertising in 2024. This is a significant improvement compared to 19% in 2016. Which indicates significant changes in approaches to advertising campaigns. Consumers become more open to advertising messages when they are personalized. Tailored to their interests and not perceived as too intrusive.The graph shows that from 2020 to 2024 there is a steady increase in. The positive perception of advertising among consumers.The study shows that 47% of consumers have a positive attitude towards advertising in 2024. This is a significant improvement compared to 19% in 2016, which indicates significant changes in approaches to advertising campaigns. Consumers become more open to advertising messages when they are personalized, tailored to their interests and not perceived as too intrusive.
Which formats are best accepted by users
Formats that give users control or taiwan phone number data additional benefit are most positively perceived. The Mobile app reward format (rewarded advertising in mobile applications) received the most favorable reviews in 2024 — 44% positive perception.Skippable pre-roll ads are also showing steady growth as users value the ability to control their ad experience.Instead, pre-roll (advertising before the video. MZZZ id-roll (advertising in the middle of the video. And mobile app pop-up (advertising in mobile applications) remain in the lower positions in terms of perception. Only 5-12% of users have a positive attitude towards them, although in 2015 the level of negativity towards these formats reached .Kantar research shows that brands can succeed if they . Use platforms with a positive attitude towards advertising, such as Amazon.
How different generations respond to advertising
The study shows that generations interact usa ceo differently with advertising platforms. This requires audience segmentation when creating a marketing strategy. Generation Z (1997-2010) is a heavy user of TikTok and Amazon, looking for interactivity and entertainment content with easily integrated advertising.Millennials (1980-1996) prefer YouTube and Snapchat. And value longer formats with interactive elements.Generation X (1965–1979) and Baby Boomers (1946–1964) prefer Facebook and Google platforms for clear and understandable product information.Kantar research shows that brands can succeed if they use platforms with a positive.Attitude towards advertising. Such as Amazon, TikTok and Netflix. This will help you better attract and retain your audience. Marketers should consider the preferences of different generations and adjust their strategies.