TikTok once again tops the list of global advertising equity rankings

According to Kantar Group ’s latest media channel and media brand global advertising equity ranking report , TikTok still ranks at the top of the global advertising equity ranking .

Advertising equity refers to consumers’ attitudes toward advertising experiences on specific platforms and ad formats . According to the Kantar report , despite the increasing prominence of digital platforms in daily life , consumers still have a positive attitude towards offline advertising platforms such as cinemas , magazines and point-of-sale advertising .

The report mentioned that TikTok is the leading digital platform in the United States , ranking first in 9 of the 22 markets evaluated . Amazon ranked second among consumers worldwide , ranking first in 4 markets.

In addition , the report also shows that the popularity of podcast advertising is rising , ranking 11th in the overall advertising equity ranking , surpassing influencer content to become the preferred digital advertising medium. Compared with 2020 , podcast advertising is of better quality and more targeted , but considering the increase in advertising spending on the platform , its content is slightly repetitive .

Advertising is driven by the economic recovery in 2021 , but it is also one of the levers that will drive the broader economic recovery . As we enter a new media environment , brands need to understand how consumer attitudes have changed, which media remain attractive , and which media are becoming stronger .

Marketers need to have a clear understanding of these changes. For example, although the epidemic has accelerated the penetration of digital technology into all aspects of life , consumers still show a preference for offline advertising , especially some well-known local news brands .

At the same time, marketers need to ensure that their advertising strategies are in line with these changes to better take advantage of the scale provided by global digital platforms. In addition, the retail industry has re-emerged as an online and physical advertising platform, and advertising strategies that are seamlessly integrated with omnichannel retail will also provide marketers with better advertising exposure and development opportunities .

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