Study: We know marketers love Google's ad platforms. But why do consumers?

Google has been named the most preferred ad platform for consumers in Asia Pacific, retaining the first position it clinched last year. Consumers who prefer Google cited that the ads are relevant and useful with few viewing them negatively. The top five ad platforms for consumers also include Instagram, TikTok, Amazon and Spotify in descending order.

TikTok showed the most growth among the media brands as it jumped four spots to third place.

These were the results of Kantar Media Reactions 2023 which is based on interviews with 16,000 consumers in 23 markets and 900 senior marketers across the world. The same study also revealed that Google came in second place as the ad platform of choice for marketers in APAC. In fact, YouTube took first place among marketers, highlighting that marketers prefer more established media brands even if they do not correspond with the preferences of consumers, according to the report.

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Furthermore, 2022’s top ad platform Instagram fell two spots to third place while TikTok remained in fourth position and Amazon climbed two spots to secure its position in the top five.

When it comes to the top retail media network brands, regional Southeast Asian ride-hailing super app Grab, came up on top in both Vietnam and Indonesia. The report also found that ad placements for Grab are seen as less intrusive, highlighting a strong potential for advertisers to explore the brand. “Advertising today that consumers are more receptive to seems to seamlessly integrate into consumers' lives; in their scrolling, viewing or simply while they go about their days,” said the report.

Best-performing media channels

As advertising campaigns require receptive audiences to be most effective, sponsored events retain its spot as the best-performing media channel for consumers in APAC due to the demand for in-person touchpoints.

Out-of-home advertising rose two spots to place second while magazines rose three spots to place third. While cinema and digital out-of-home tie for fourth place, point-of-sale media channels fell three spots to round off the top 5, marking the biggest negative change in position.

For marketers in APAC, online video came on top as a media channel, also retaining its spot from 2022. Digital out-of-home (OOH) rose five spots to second place while video streaming retained its third position. Sponsored events and OOH showed the largest change as both jumped six spots to fourth and fifth spots respectively.

On the other hand, TV, which used to be a staple of advertising campaigns, is missing from the top choices of marketers this year. In fact, only 7% of marketers plan to increase TV spending in 2024 while planning to invest more in music streaming, online video and video streaming.

"Asia Pacific is a diverse region with varying preferences and behaviours across markets and categories, so advertisers need to tailor their strategies accordingly to reach audiences in a consistent manner. We advise marketers not to overlook the potential of in-person media channels, which can offer high levels of consumer receptivity and attention. With the right content and customisation, these channels can enhance the brand impact of ad campaigns," said Kartikeya Varma, head of media at Kantar APAC.

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