For the first time ever, TV isn’t considered a preferred ad channel for marketers.
That’s according to Kantar’s annual Media Reactions report, which breaks down the top ad channels and brands from both a consumer and marketing perspective. TV has always been a major part of ad campaigns, but its appeal has fallen thanks to the fragmentation of media and consumers cutting the cord and choosing other screens.
“Successful advertising today seamlessly integrates into consumers’ lives: in their scrolling, viewing or simply while they go about their days,” said Gonca Bubani, an analyst at Kantar. “This year, consumers have spoken up and said they strongly prefer advertising that they see out-of-home, like at sponsored events or the cinema.”
The top ad channels for marketers are online video, sponsored events, digital out-of-home ads, video streaming ads and online stories ads. TV was ranked third last year but fell to 12th. Consumers, meanwhile, preferred sponsored events, cinema ads, out-of-home ads, ads at the point of sale and digital out-of-home ads.
In terms of media brands, Amazon was the most trusted platform for consumers, followed by Google, TikTok, Instagram and Spotify. Marketers, meanwhile, preferred YouTube, then Google, Instagram, TikTok and Spotify.