Kantar’s latest Media Reactions 2024 report has revealed a significant shift in marketer confidence, with X (formerly Twitter) seeing a dramatic pullback in advertising spend. The study, which surveyed 18,000 consumers across 27 markets and 1,000 senior marketers globally, found that 26% of marketers plan to reduce their ad spend on X in 2025, marking the biggest withdrawal from any major global ad platform.
Since Elon Musk’s acquisition of X in 2022, trust in the platform has nosedived. Marketers’ confidence in X dropped from 22% in 2022 to a mere 12% in 2024, with only 4% believing that ads on the platform offer brand safety. Kantar’s research also found that poor perceptions around innovation and trust have further damaged X’s reputation, with the platform scoring outside the top ten for both innovation and trust.
“Advertisers have been moving their marketing spend away from X for several years,” said Gonca Bubani, Kantar’s Global Thought Leadership Director. “A turnaround currently seems unlikely. X has become unpredictable, making it hard for marketers to feel confident about brand safety.”
Rising Stars: Amazon, TikTok, and YouTube
While X struggles, platforms like Amazon, TikTok, and YouTube are thriving. Amazon and TikTok tied for the top spot in consumer preference. Amazon ads were praised for their relevance and usefulness, while TikTok ads were deemed fun by users. YouTube emerged as the top choice for marketers, securing its place as the most trusted platform. Netflix also made a strong debut, ranking in the top five for both marketers and consumers, driven by its solid brand safety reputation.
Top Digital Media Brands by Preference in 2024:
For Consumers:
- Amazon (=)
- TikTok (+2)
- Instagram (+1)
- Google (-2)
- Netflix (new)
For Marketers:
- YouTube (=)
- Instagram (+1)
- Google (-1)
- Netflix (new)
- Spotify (-)
Point-of-Sale Ads Dominate Consumer Preferences
In addition to digital platforms, Kantar’s analysis found that point-of-sale (PoS) ads have become a consumer favourite, overtaking sponsored events. PoS ads were seen as trustworthy, useful, and less intrusive than other formats. Cinema ads, sponsored events, newspaper ads, and out-of-home advertising also ranked highly with consumers, with digital out-of-home (DOOH) ads proving especially popular among marketers.
Growing Ad Receptivity Among Consumers
There’s positive news for advertisers as consumer receptivity to ads continues to grow. Nearly half of consumers (47%) are now open to advertisements, a significant increase from 24% in 2020. This growth reflects consumers’ increasing familiarity with seeing ads across multiple channels.
Bubani concludes: “Campaigns that reach more receptive audiences are seven times more impactful. Brands need to focus on the right channel, media brand, and format to connect with diverse audiences in meaningful ways.”
As marketers continue to navigate the evolving media landscape, platforms like Amazon, TikTok, and YouTube are poised to take centre stage, while X faces an uncertain future in the advertising world.
Reference: https://www.kantar.com/company-news/more-marketers-to-pull-back-on-x-ad-spend-than-ever-before
