MEDIA LANDSCAPE

More marketers are reducing X advertising spending than ever before

By our African Marketing Confederation News Team | 2024

Kantar report finds TikTok is again the most innovative advertising publisher, while YouTube is the most trusted platform.

Marketer confidence in X (formerly Twitter) declined significantly in the past year, driven by brand safety concerns and poor perceptions around innovation and trust. 

 

The findings are included in Kantar’s ‘Media Reactions 2024’ report, an annual study exploring the evolving media landscape. The research team also reports that YouTube remains the ad platform marketers most prefer. For consumers, Amazon and TikTok share the top spot.   

 

For the 2024 insights, Kantar conducted interviews with around 18,000 consumers in 27 markets, and 1,000 senior marketers globally, 

 

The report’s findings reveal that 26% of marketers have reported plans to reduce advertising spending on X in 2025, the biggest recorded pullback from any major global ad platform.  

Elon Musk’s X will endure more advertising woes. Photo: Prime Minister’s Office, Government of India

Marketers’ trust in adverts on X, already historically low, has decreased further under Elon Musk’s leadership – from 22% in 2022 to 12% in 2024.  

 

X is falling far short on brand safety 

 

Only 4% of marketers think adverts on X provide brand safety. This contrasts with Google, which is in top spot for brand safety at 39%.   

 

X scores outside of the global top 10 for trust and for the perception of how innovative advertising on the platform is. This contrasts with TikTok, the most innovative advertising publisher for the fifth consecutive year, and YouTube, the most trusted.   

 

“Advertisers have been moving their marketing spend away from X for several years. The stark acceleration of this trend in the past 12 months means a turnaround currently seems unlikely,” says Gonca Bubani, Global Thought Leadership Director – Media at Kantar. 

 

“Marketers are brand custodians and need to trust the platforms they use. X has changed so much in recent years and can be unpredictable from one day to the next – it’s difficult to feel confident about your brand safety in that environment.  

 

“Ironically, decreasing spend by marketers on X will make consumers happier with the platform as they come face to face with fewer ads.” 

 

You can find out more about the report here.

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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.