Kantar's recent study polled over 900 senior marketers, and 14,500 consumers indicative of 80% of worldwide advertising spend.
While consumers appreciate TikTok ads and are less likely to view ads on the platform negatively, marketers still have reservations about TikTok, according to the report. Advertisers, however, recognise TikTok as the most innovative ad platform.
In 2022, most global marketers expect to spend more on preferred ad formats, like online video, influencer content, and social media ads. Spend on print media is expected to decline. Marketers will allocate funds to YouTube, Instagram, and TikTok.
Moreover, consumers find offline outlets like cinema, sponsored events, magazine ads, and point of sale (POS) appealing. Pablo Gomez, the head of creative and media at Kantar Singapore, notes, that “Advertisers can boost the power of their communications, by choosing the right environments.”
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