Kantar’s Media Reactions 2024 report reveals a significant drop in ad spending on X (formerly Twitter), with 26% of marketers planning cuts. Trust in X has also plummeted, while Amazon and TikTok gain favor. YouTube tops marketer rankings. Shifts in ad reception among generations highlight the need for strategic adaptation in advertising campaigns.
Recent insights from Kantar’s Media Reactions 2024 report reveal a significant decline in marketers’ ad spend on X (formerly Twitter), with 26% intending to cut budgets on the platform next year. This reduction marks the steepest pullback from any global ad platform recorded so far. The study, derived from feedback from 1,000 marketing professionals and 18,000 consumers, indicates that Amazon, YouTube, and TikTok are thriving as marketers turn their attention elsewhere due to waning confidence in X under Elon Musk’s ownership. Trust in X fell from 22% in 2022 to just 12% in 2024, with only 4% of marketers seeing brand safety on the platform. Despite X’s struggles, TikTok and Amazon have emerged as favorites among consumers, while YouTube tops marketers’ lists. The generational aspect reveals shifting preferences; for instance, Gen Z favors ads on Amazon, while older demographics enjoy TikTok ads. Kantar’s findings emphasize the growing receptivity of consumers to ads across various channels, suggesting that successful campaigns must connect meaningfully with audiences across diverse platforms.
The article discusses the findings from Kantar’s Media Reactions 2024 report concerning advertising trends. With X (formerly Twitter) experiencing a downturn in advertiser trust and spending, the report indicates a marked shift in where marketers choose to invest their advertising dollars. The analysis highlights the growing popularity of alternative platforms such as Amazon and TikTok, and presents an exploration of generational ad preferences and the evolving effectiveness of various advertising channels. The context underscores a changing media landscape shaped by advertisers’ and consumers’ trust and engagement levels.
Kantar’s report identifies a stark decline in X’s advertising attractiveness, with a notable shift to Amazon and TikTok. The findings illustrate marketers’ challenges in navigating trust and brand safety on advertising platforms, ultimately leading to a reallocation of advertising resources. Increased consumer receptivity to ads indicates opportunities for brands that adapt creatively and strategically to the evolving media landscape.
Original Source: www.marketing-beat.co.uk
