Amazon top again as consumers’ preferred media brand, marketers favour YouTube

Celeste Huang

The latest Kantar Media Reactions study looks at preferred ad platforms and channels among consumers and marketers.

Amazon has been named as consumers’ preferred ad platform for a second year running, while marketers rank YouTube first, according to this year’s Kantar’s Media Reations study. Google takes second place for both consumers and marketers. 

According to the study, Amazon has improved greatly in terms of ad trust since 2021 – both for consumers and brands. 

YouTube overtook Instagram this year – rising two spots – to become marketers’ favourite and most-trusted platform, in spite of controversiesin ads viewership that misled business and government advertisers. Conversely, YouTube did not appeal to consumers...

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