Marketer confidence in X has eroded, prompting a significant planned reduction in ad spend for 2025, according to the Kantar Media Reactions 2024 report. YouTube is favored by marketers, while Amazon and TikTok lead consumer preferences. The report highlights the urgent need for platforms to prioritize trust and innovation to regain advertiser confidence.
Marketer confidence in X, previously Twitter, has sharply declined over the past year, primarily due to concerns about brand safety and trust as highlighted in Kantar’s latest Media Reactions 2024 report. The study reveals that 26% of marketers plan to cut ad spending on X in 2025, marking the largest withdrawal from any significant global ad platform. The report, which surveyed 18,000 consumers across 27 markets and engaged 1,000 senior marketers globally, found that YouTube continues to be the favored ad platform among marketers. In contrast, consumers hold Amazon and TikTok in high regard. Gonca Bubani from Kantar noted, “Advertisers have been moving their marketing spend away from X for several years. The stark acceleration of this trend in the past 12 months means a turnaround currently seems unlikely.” Under Elon Musk’s management, trust in ads on X has plummeted from 22% in 2022 to just 12% in 2024. Only 4% of marketers believe that ads on X are safe for their brands, while Google leads with a 39% rating for brand safety. TikTok has been recognized consistently for its innovative advertising, whereas YouTube remains the most trusted platform. Additionally, the report indicated that point-of-sale (PoS) ads have become the most preferred consumer advertising method, reflecting a shift in how ads are received. While overall receptivity to advertising has grown among consumers—rising from 24% in 2020 to 47% in 2024—there remains skepticism towards AI-generated ads, with 41% of consumers expressing discomfort. Ultimately, to succeed in a fragmented media landscape, marketers need to align their strategies effectively and focus on delivering high-quality, customized content that resonates with diverse audiences.
The report sheds light on the advertising landscape in light of the rapid changes brought on by new leadership at Twitter, now X. The ongoing shift in marketer trust and expenditure highlights significant challenges for the platform, contrasting sharply with the performance of competitors like YouTube, Amazon, TikTok, and Netflix. Notably, the study’s findings reflect a larger industry trend in adapting to new media environments and consumer behaviors.
In summary, X is witnessing a significant decline in ad spending due to concerns over brand safety and trust under its new management, while competitors like YouTube and TikTok thrive. The changing media landscape necessitates that advertisers adapt by focusing on trustworthy platforms and innovative advertising strategies.
Original Source: campaignme.com
