Global Advertising Preferences Revealed in Kantar’s Media Reactions 2024 Report
Amazon and TikTok have emerged as the top choices for global advertising preferences among consumers, according to Kantar’s Media Reactions 2024 report. The study, which surveyed approximately 18,000 consumers in 27 markets and over 1,000 marketing professionals, provides valuable insights into the current media and advertising landscape.
Amazon and TikTok Lead Consumer Preferences
Amazon stands out for its usefulness, while TikTok is known for offering the most entertaining ads. Netflix, with its recent commitment to advertising, has managed to position itself among the top five favorite advertising platforms for both consumers and marketing leaders. Netflix’s less intrusive advertising approach is valued by consumers looking for an experience with a lower volume of advertising.
Advertising Receptivity on the Rise
The study shows that 47% of consumers are receptive to ads, compared to 19% in 2016. This increase is especially notable in online video advertising, which went from 28% in 2012 to 54% in 2024, and in gaming platforms, which experienced similar growth.
Generational Differences in Advertising Preferences
Generation Z prefers Amazon ads and those that include attractive music, with 50% acceptance, while baby boomers value humor in advertisements (54%). Millennials show greater enthusiasm for AI applications in ads, while the baby boomers are more cautious.
Marketing Professionals’ Investment Plans
More than half of professionals plan to increase their advertising investment in digital channels such as online video, streaming TV, influencer content, and social networks. In contrast, more traditional media such as linear television and radio project a decrease in investment.