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Marketers wary of spending on TikTok despite users favoring its ads

The majority of global marketers plan to increase spend on their favored ad formats

TikTok remains the social media platform where users most appreciate advertising and are least likely to view ads negatively, according to Kantar’s Media Reactions 2021 study.

On the other hand, TikTok is still not yet trusted by marketers compared to more established platforms like Facebook and YouTube. Budget holders do acknowledge the Tiktok platform remains the most innovative place for ads, however.

This has seen marketers’ trust have doubled, with many more marketers now positive about placing ads on the platform.

The study conducted 14,500 consumer interviews, covering over 290 brands in 23 countries - representing over 80% of global media spend. It also includes the marketer’s perspective from interviews with over 900 senior marketers from advertisers, agencies, and media companies worldwide.

“The results highlight the challenge for brands in keeping their media mix reflective of the latest consumer media preferences as well as reflective of their own values and brand positioning,” said Pablo Gomez, the head of creative and media at Kantar Singapore.

“For marketers, it is important that they understand that today, the platform is also an integral part of the message. They need to go beyond reach and frequency planning and have a more strategic choice of where they want their communication to appear. Advertisers can boost the power of their communications, by choosing the right environments.”

What are the study’s findings?

  • The majority of global marketers plan to increase spend on their favored ad formats like online video, influencer content, and social media ads in 2022, with many saying they will reduce spend on print ads.

  • Marketers plan to put their spending into YouTube, Instagram, and TikTok.

  • Consumers say they are attracted to offline ad platforms such as cinema, sponsored events, magazine ads, and point of sale (POS).

  • In 16 of the 23 markets surveyed the top-ranked media brand was a local media brand or a localized version of global media brands. 10 of these 16 are news and magazine brands.

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