Data analytics firm Kantar has conducted a study involving more than 14,500 consumer interviews on more than 290 brands across 23 industries, as well as 900 interviews with marketing experts from around the world.
Thanks to its extensive survey, Kantar reveals that last year, the podcast became the preferred digital advertising medium, surpassing influencer content.
Ads on e-commerce sites, video-streaming services and in stories on various social networks follow in the ranking.
It appears consumers have formed more positive opinions about podcasts as an advertising platform. Ads on podcasts are perceived as higher quality and more relevant, even if they are more repetitive.
In other words, advertisers should be careful not to saturate listeners with ads and risk quashing the goose that lays the golden egg.
In addition, various marketers in the industry have increased their investment in podcasts this year. For 2022, they are expected to continue to invest more, accelerating the digital transformation of the audio world.
In the meantime, spending on radio continues to decline.
TikTok leads the way
The advertising industry was also surprised by the size of another phenomenon – social media campaigns. And it’s TikTok that stands out as the preferred digital platform among consumers, ahead of Amazon, Instagram, Google and Twitter.
The Chinese company, due to growth during lockdown, has seen its user base skyrocket. As a result, users exposed to ads are climbing exponentially, from 19% in 2020 to about 37% this year.
Moreover, ads on TikTok are seen as the most entertaining and fun of all networks combined.
Offline advertising, such as in magazines or movies, is still successful and ahead of digital channels. Change, however, can be expected as advertising investors are moving away from these channels, aware that it is less easy to innovate via such media.
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