Page 6 - AeM_September_2021

RESEARCH, ANALYSIS & TRENDS

Great advertising needs great media

environments

Kantar just launched the second edition of its Additionally, the inclusion of ecommerce platforms in
global Ad Equity ranking of media channels and this year’s ranking illustrates their increasing im-
media brands, Media Reactions 2021, which portance across the digital advertising landscape. Ama-
identifies the places where users of media zon ranks second globally among consumers, topping
channels and media brands most appreciate the list in four markets. Together with regional ecom-
advertising and are least likely to view ads merce giant Mercado Libre, which leads in Argentina,
Amazon’s success showcases why ecommerce has
negatively.
entered the online media channel ad equity rankings in
More than 14,500 consumer interviews, covering over third place.
290 brands in 23 countries have been conducted, and
perspectives from interviews with over 900 senior mar- Top 5 global digital platforms ad equity
keters from advertisers, agencies and media compa- ranking (consumers vs marketers)
nies worldwide have been considered, too. Media Re-
actions complements Kantar’s comprehensive portfolio
of media measurement and effectiveness solutions,
including approaches that test ads in different media
contexts and channels.

TikTok tops the Ad Equity charts for a sec-
ond year

Kantar’s report reveals that TikTok remains top of the
global Ad Equity rankings across branded digital plat-
forms. Although only ranked as the #1 digital platform Marketers favor channels and platforms they believe
in one country – Taiwan – TikTok is the leading global provide both trustworthy and innovative advertising en-
digital platform in the important US market and is first vironments. Among the global brands, Instagram best
or second ranked of the global digital platforms in 9 of manages this balancing act.
the 22 countries where it was measured.

6 August 2021: Omnichannel Marketing