Kantar’s recent global survey found that online video, TV, social media news feeds, and more are advertising channels favoured by marketing industry.
Although marketers worldwide depend on digital advertising channels, customers favour offline ad channels like cinema ads, sponsored events and magazine ads. Consumer consider offline ads to be more trustworthy, of better quality and less intrusive, as per the report.
Whereas marketers prefer well-established channels like YouTube for digital advertising. Consumers are more positive about ads on newer platforms like TikTok. Of those polled, 60% of marketing leaders had decreased their marketing spend.
However, marketers plan to increase budget allocations for digital channels like online videos, social media, display, and more. This could benefit platforms like YouTube, Instagram, TikTok and Google next year, while offline channels like newspapers, magazines could face potential challenges.
[3 minute read]