TikTok is the most innovative platform to advertise on but is less trusted among brands, according to a survey of over 900 senior marketers worldwide by Kantar.
Among the global media brands analysed, TikTok is first on being an innovative place to advertise – 72% of marketers report this. However, the short-form video app is last on trustworthiness, with just 28% of marketers saying it is a trustworthy place for advertising.
This lack of trust may help explain why half of major brands have no presence on the platform, particularly as conscious media investmenthas...