Qatari investors in talks with Daily Mail group to buy rival newspaper group TMG

Qatari investors in talks with Daily Mail group to buy rival newspaper group TMG

DUBAI: Amazon, for the second year in a row, is consumers’ most preferred ad platform, while TikTok is the most “attention-grabbing,” according to the Kantar Media Reactions 2023 report.

The annual study, conducted by marketing insights and analytics company Kantar, delves into the attitudes of consumers and marketers to ad platforms and channels.

The global study was conducted across 23 markets including Saudi Arabia, the UAE and Egypt.

For consumers, the most-preferred ad platforms are Amazon, followed by Google, TikTok, Instagram and Spotify.

Among marketers, YouTube has jumped to the top of the list, improving trust by 6 percent year-on-year, followed by Google, Instagram, TikTok and Spotify.

Marketers favor YouTube and Google because they are established brands, even if the former does not rank in consumers’ most-preferred ad platforms, according to the report.

While Instagram has moved up for consumers, it has gone down for marketers. Consumers find Instagram ads to be more fun and entertaining this year, but for marketers, the innovation of ads on Instagram has fallen 12 percent since 2021.

TikTok, on the other hand, is popular with both marketers and consumers making it the most attention-grabbing ad platform, according to the research.

The app featured in the top five preferred ad platforms for both