In a recent revelation by Kantar, Google has once again secured its position as the consumers’ most favored advertising platform in the Asia Pacific region, maintaining its top rank from the previous year. The findings are part of the Kantar Media Reactions 2023 report, which highlights that the majority of consumers view ads on Google as relevant and useful, with only a few having a negative perception. Interestingly, Google also holds the second spot among marketers in the Asia Pacific, with YouTube leading the charts among this group.
The Kantar Media Reactions 2023 report delves into the perceptions of consumers and marketers regarding various ad platforms and channels. This annual study, now in its fourth year, draws insights from interviews with 16,000 consumers across 23 markets and 900 senior marketers worldwide.
Top Global Media Brands in Asia Pacific
Consumers (APAC)
- Google (-)
- Instagram (+1)
- TikTok (+4)
- Amazon (+2)
- Spotify (-3)
Marketers (APAC)
- YouTube (-)
- Google (-)
- Instagram (-2)
- TikTok (-)
- Amazon (+2)
(*Note: “(-)” indicates that the rank has remained unchanged from 2022.)
For the second consecutive year, Google stands out as the most popular ad platform among consumers. Instagram climbed to the second position this year, bolstered by strong performances in Australia and Indonesia. TikTok, recognized for its fun and entertaining ads, secured the third rank with a notable +4 increase in ad equity score for 2023. E-commerce giant Amazon claims the fourth spot in the Asia Pacific region, while it reigns as the most preferred ad platform on a global scale. Spotify, a prominent audio streaming brand known for its high-quality ads, maintains its presence in the top 5.
Local Brands Take the Spotlight
Remarkably, Kantar’s study reveals that Google is the only global brand to hold the top position in a country, securing the lead in India. In all other Asia Pacific markets, local brands emerge as the top choices. An exception to this trend is the super app Grab, a regional Southeast Asian powerhouse that tops the rankings in both Vietnam and Indonesia.
Grab, a relatively new player in the retail media network space, demonstrates potential for advertisers due to its less intrusive ad placements. Today’s advertising landscape favors seamless integration into consumers’ lives, and Grab appears to excel in this aspect.
Top Media Channels in Asia Pacific
Consumers (APAC)
- Sponsored events (-)
- Out of home (+2)
- Magazines (+3)
- Cinema / Digital out of home (-1) / (+1)
- Point of sale (-3)
Marketers (APAC)
- Online video (-)
- Digital out of home (+5)
- Video streaming (-)
- Sponsored events (+6)
- Out of home (+6)
(*Note: “(-)” indicates that the rank has remained unchanged from 2022.)
The latest analysis indicates that “in-person” touchpoints dominate consumers’ preferred channels, with sponsored events taking the lead. The top five channels are all experienced in-person, including out-of-home advertising, magazines, cinema ads, digital out-of-home, and point of sale.
While consumers favor these traditional touchpoints, marketers are more inclined toward new media channels. Podcasts emerge as the most popular online media channel, and with Spotify securing a top spot in the global media brand consumer ranking, marketers are urged to explore its potential to connect with audiences uniquely.
In contrast, television, once a staple in advertising campaigns, is no longer a top choice for marketers. Only 7% of marketers plan to increase their spending on TV advertising in 2024. Marketers are more inclined to invest in music streaming, online video, and video streaming in the coming year.
Kartikeya Varma, Head of Media APAC at Kantar, emphasized the importance of understanding different ad platforms’ performance and audience receptivity. He noted that out-of-home advertising, sponsored events, and cinema ads are preferred by consumers in the Asia Pacific. Additionally, influencer content holds great potential for capturing and delivering attention, appealing to both consumers and marketers. Varma concluded by highlighting the diversity in preferences and behaviors across markets and categories in the Asia Pacific region. Advertisers, he advised, should tailor their strategies to effectively reach audiences with impact, emphasizing the potential of in-person media channels when combined with the right content and customization.
This article was written by AI and edited by Bill Hartzer.