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RESEARCH, ANALYSIS & TRENDS

YouTube, Google and Facebook are trusted platforms, local media brand or a localized version of global media
while TikTok is not yet trusted by marketers as much as brands. Ten of these 16 are news and magazine
the more established platforms. However, it has made brands. This local success, together with differing atti-
enormous improvements in the past year and remains tudes to the ads on global digital media brands, makes
comfortably the most innovative place for ads. Besides, balancing the benefits of scale of global media plat-
trust has doubled, so many more marketers are now forms with the promise of greater relevance from local
positive about placing ads on the platform. media gems ever more important.
“The results highlight the challenge for brands in keep- Discussing the findings, Duncan Southgate, Director,
ing their media mix reflective of the latest consumer Media Domain – Insights Division at Kantar, comment-
media preferences as well as reflective of their own ed: “The ad industry has been encouraged by the rapid
values and brand positioning. For marketers, it is im- recovery in 2021, as advertising has been used as one
portant that they understand that today, platform is also of the levers to fuel recovery in the wider economy. As
an integral part of the message. They need to go be- we emerge into a new media landscape, brands need
yond reach and frequency planning and have a more to understand which consumer and marketer attitudes
strategic choice of where they want their communica- have changed, and which have stayed the same.
tion to appear. Advertisers can boost the power of their Which media brands have retained their appeal, and
communications, by choosing the right environments”, which have grown stronger? While the pandemic accel-
Pablo Gomez, Head of Creative and Media, Kantar Sin- erated the growth of digital in every aspect of life, we
gapore comments. have seen a robustness in consumers’ preference for
offline advertising, and particularly some strong local
Outlook on advertising spending in the news brands. Marketers need to ensure their strategies
coming year respect those preferences alongside the benefits of
scale delivered by global digital platforms. TikTok has
The vast majority of global marketers plan to increase done an impressive job retaining its differentiated ad-
spend on their favored ad formats: online video, influ- vertising proposition with consumers – even as its user
encer content, and social media ads. Many will reduce base has almost doubled over the past year. We have
spend on print ads with YouTube, Instagram, and Tik- also seen the re-emergence of retail as a critical ad
Tok being the platforms set to benefit most. platform, both online and physically. Advertising strate-
gies that seamlessly align with omnichannel retail strat-
Despite the prominence of digital platforms in daily life, egies provide a great opportunity for marketers to deliv-
consumers continue to be more positive about offline er more popular campaigns.”
ad platforms such as cinema, sponsored events, maga-
zine ads and point of sale (POS), as well as newspaper Find out how consumers and marketers perceive media
ads. channels and brands, how perceptions have changed
over the past 12 months and how to stay relevant in the
Kantar’s report highlights the importance and challenge evolving media landscape by joining Kantar’s free webi-
of country-specific media strategies. In 16 of the 23 nar on 9 September. ◊
markets surveyed the #1 ranked media brand was a
By MediaBUZZ

August 2021: Omnichannel Marketing 7