Global ad equity rankings: TikTok is tops for second year

TikTok remains top of the global ad equity rankings by Kantar across branded digital platforms, and although it is only ranked the No 1 digital platform in one country – Taiwan – TikTok is the leading global digital platform in the important US market and is the first or second ranked global digital platform in nine of the 22 countries where it was measured. 

Why it matters

The inclusion of e-commerce platforms in Kantar’s global ad equity ranking of media channels and media brands this year illustrates their increasing importance across the digital advertising landscape, with Amazon ranking second globally among consumers and topping the list in four markets.

Key insights

• The success of Amazon and Argentina’s e-commerce giant Mercado Libre shows why e-commerce has entered the online media channel ad equity rankings in third place.
• Marketers favour channels and platforms that they believe provide both trustworthy and innovative advertising environments.
• Among the global brands, Instagram best manages this balancing act, with YouTube, Google and Facebook also being trusted platforms.
• TikTok is not yet trusted by marketers as much as the more established platforms, although it has made enormous improvements in the past year.
• TikTok remains comfortably the most innovative place for ads and trust has doubled, so more marketers are now positive about placing ads on the platform.

Quote

“For marketers, it is important that they understand that today, platform is also an integral part of the message. They need to go beyond reach and frequency planning and have a more strategic choice of where they want their communication to appear. Advertisers can boost the power of their communications, by choosing the right environments” – Pablo Gomez, Head of creative and media, Kantar Singapore.

Background

The Kantar report provides insights from over 14,500 consumer interviews, covering over 290 brands in 23 countries and representing over 80% of global media spend. It also includes the marketer’s perspective from interviews with over 900 senior marketers from advertisers, agencies and media companies worldwide.