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Guess who has the most engaging ads?

Did you say TikTok? You’re close… but wrong.

According to Kantar’s latest Media Reactions report, Amazon wins when it comes to engagement, beating TikTok, Spotify, Google, and Snapchat ads.

According to Kantar’s latest Media Reactions report, Amazon wins when it comes to engagement, beating TikTok, Spotify, Google, and Snapchat ads.

Makes sense: Unlike social media platforms, most consumers associate Amazon with shopping. It’s why they log on.

So if you’re in e-commerce, it’s a good place to run ads.

Amazon is not your thing? Worry not: For the third consecutive year, consumers think TikTok is the most innovative platform out there.

And according to research, marketers are poised to spend more on TikTok in 2023 than any other platform.

A few more important takeaways:

  • Online video, video streaming, and social media stories are getting the biggest net increase in budget allocations.
  • 61% of marketers are about to get more active in the metaverse.
  • Influencer marketing and podcast ads are the online formats with the most equity.

Why we care: While you shouldn’t follow the crowd, it helps to know the landscape.

Pay attention to how your customers and competitors view and use platforms. That’s how you’ll find opportunities to market your products and services effectively and efficiently.

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