Analysing how impatience impacts consumer behaviour in an online world
Lessons from pizza delivery can be transferred to any business that sells products online and relies upon delivery channels.
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.
Angola plans a multimodal logistics platform on border with DRC
The platform along the Lobito Corridor is expected to include warehouses, a fuel terminal, a mineral terminal and industrial areas.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
AI search behaviour by SA consumers more than doubled in a year
Consumers are asking AI which retailer offers the best deal, comparing products or researching brands before visiting a website or store.
Port of Mombasa embraces integration and technology-driven solutions
Kenya Ports Authority is working to improve cargo flow and efficiency to support growing trade volumes at vital import-export gateway.
Brands must deliver sustainability through actions, not words
African consumers want ethical, responsible choices. Therefore, brand growth hinges on making sustainable choices affordable and relevant.
Africa’s next competitive advantage isn’t AI. It’s commercial capability
Examining the tech-hype trap and why human judgement, not technology, will pave the way to competitive advantage in Africa.
Former AGB Nielsen commercial lead Hopolang Mothibeli joins Ornico
Strategic senior appointment comes at a time when the local advertising-intelligence landscape is entering a period of significant change.
From inflation to consumption: West Africa’s FMCG turnaround
Ghana has shifted decisively into consumer-led recovery, with Côte d’Ivoire and Cameroon following more gradually.
‘New direction’ for the integration of African marketing and business
AMC President discusses the upcoming conference’s ‘full circle’ and the gathering’s role in navigating marketing’s paradigm shift.
Retailers are re-engineering the checkout – and removing friction
Africa’s retail future may be led not by size, but by those who most effectively remove the friction between customer intent and transaction.