Global marketers prioritising YouTube as an advertising platform

By our News Team | 2023

Kantar study says consumers prefer Amazon as an advertising platform, but marketers think YouTube is the way to go.

Amazon has once again taken the title of consumers’ most preferred ad platform, according to the ‘Kantar Media Reactions 2023’ study. However, marketers prefer advertising on YouTube.


Despite not being one of the top five favourite platforms for marketers globally, Amazon is building trust among consumers – with a 10% year-on-year rise in trust scores. 

Advertising Platforms

Photo by Greenwish from Pexels

The e-commerce giant also tops the charts in Brazil, Germany and Mexico, three of the 23 markets involved in the study. The African markets included in the research are Egypt and South Africa.


‘Kantar Media Reactions 2023’ uncovers the attitudes of consumers and marketers to ad platforms and channels. The annual study, now in its fourth year, is based on interviews with around 16,000 consumers in 23 markets and 900 senior marketers.

Among marketers, YouTube has leapfrogged to the top of the charts, improving trust by 6% compared with last year. The rise of YouTube demonstrates marketers’ preference for established, brands, even if it does not register in consumers’ top five platforms, the research team says.


The top-ranking media brands among consumers are: Amazon (-); Google (+2); TikTok (-1); Instagram (+2); and Spotify (-2).


The top-ranking media brands among marketers are: YouTube (+2); Google (-); Instagram (-2); TikTok (-); and Spotify (-).


Consumers also like in-person touchpoints


This year’s analysis also reveals that ‘in-person’ touchpoints dominate consumers’ preferred channels (as opposed to platforms) – with sponsored events taking the lead for the second year in a row. 


The rest of the top five also comprises channels that are experienced in-person: cinema ads; point-of-sale; and out-of-home/digital out-of-home.


There’s also significant contrast between marketers’ and consumers’ most-preferred channels, with marketers inclined towards newer channels while consumers prefer channels that cause the least interruption to their lives.


Marketers’ top-ranking media channels are: online video (-); sponsored events (-); digital out-of-home (+2); video-streaming ads (+2); online-stories ads (+2).


Notably, TV, the traditional lynchpin of ad campaigns, is absent from the ranking of marketers’ preferred ad channels this year. 


While TV has never been rated highly among consumers, it has historically performed strongly among marketers. However, it has fallen from third place in marketers’ preferred channels last year to 12th place in 2023.

 TV sponsorship has fallen from 12th place to 20th. Just 6% of global marketers say they will increase TV spend in 2024. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.