Marketers think TikTok advertising is innovative, but less trustworthy

An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.

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...

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