Consumers favour ‘useful’ Amazon ads, but marketers prefer Instagram

Alex Brownsell, Celeste Huang

Kantar study compares ad channel and platform preferences among brands and users.

Consumers are most likely to approve of advertising on Amazon, according to Media Reactions 2022, the third edition of Kantar’s global Ad Equity ranking of media channels and media brands.

The study found that users consider Amazon ads as “relevant, useful and of better quality”. Last year’s number-one platform TikTok drops a place in the ranking but continues to be perceived as “innovative and more fun and entertaining” than other digital media brands.

In contrast, brands remain in thrall to more established advertising platforms. Instagramretains its position as the top-ranked digital media brand among...

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