Amazon emerges as most preferred platform for ads

It is followed by TikTok and Spotify.

Amazon emerged as shoppers’ most preferred platform for advertisements, a report found. 

In the third edition of Kantar’s global Ad Equity ranking, Media Reaction 2022, it was found that most consumers find ads on Amazon relevant and useful. 

Amazon is the most preferred in Germany, Italy, Egypt, and Colombia. It also ranked within the top five in four other markets.

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It is followed by TikTok, which ranked second. Despite this, Kantar observed the app remained the most innovative. 

“For the third year, TikTok remains comfortably the most innovative place for ads, which means advertisers can ’borrow equity’ by choosing these environments,” Pablo Gomez, Head of Creative & Media at Kantar in Singapore and APAC Media Lead, said.

“Although TikTok fell from #1 to #2 position in this year’s ad equity ranking among consumers, they have managed to gain higher trustworthiness among marketers – 84% of whom are going to increase their digital media spends in TikTok next year.”

Spotify, meanwhile, climbed four places up to the third place, which Kantar attributed to the perception of quality ads and consumers’ willingness to accept the advertising on the platform.

The app is also amongst the leading platforms in Vietnam, Japan, and Korea.