For the second consecutive year, consumers across the globe reported being most receptive to ads on TikTok, followed by Amazon, Instagram, and Google, according to findings of the 2021 edition of a global consumer ad equity study released today by Kantar.
The advertising formats with the greatest improvement in consumer receptivity were online and mobile games.
Although these remain the least popular advertising formats in the report, online and mobile games showed the largest YOY increase in ad-equity measurement -- up 5% -- while ads on music streaming services followed, with an increase of 3%.
The report shows that "trust" is a key component in consumer receptivity.
Alongside cinema and social media stories, consumers now find gaming advertisements to be more "trustworthy," "relevant," and "useful" -- as well as “fun and entertaining.”
While considered slightly less innovative, YouTube, Google, and Facebook are still the most trusted social media platforms.
TikTok had a higher innovation rating, but is not as trusted. Instagram straddles the line, while remaining equally trustworthy and innovative.
Another noteworthy increase in overall ad equity was seen with podcasting advertisements, which have overtaken influencer content as the preferred digital ad medium.
Due to increased ad spend over the past year, podcast ads have become more repetitive and are of better quality.
Localizing strategy also seems crucial to brand success. In 16 of the 23 surveyed markets, a local media brand or a localized version of global media brands ranked first. News and magazines made up 10 of these 16 brands.
The local success seen in these findings, along with the changing attitudes to ads on global digital media brands, affirms the importance of balancing the benefits of global media and the relevance of local media platforms.
Amidst the prominence of digital, consumers were found to react most positively to ads that delivered in-person experiences. Cinema ads and sponsored events ranked first and second.
Not surprisingly, print and radio advertising spend is projected to decline in 2022. Online video formats, influencer content, and social media ads are currently the main focus of most global marketers.