Declining Confidence in X: Marketers Shift Ad Dollars Amid Trust Issues
Marketer confidence in X has plummeted, with 26% planning to cut ad spending in 2025, largely due to brand safety concerns. YouTube leads as the preferred advertising platform, while consumers favor Amazon and TikTok. Trust in X has fallen to 12%, as marketers seek safer, more innovative channels for their advertising dollars. Overall, there is a marked increase in consumer receptivity to ads and a growing acceptance of GenAI in marketing.
Recent findings from the Kantar Media Reactions 2024 report indicate a significant decline in marketer confidence towards X, formerly Twitter, fueled by ongoing concerns about brand safety and perceptions of innovation. Over a quarter (26%) of surveyed marketers plan to reduce their ad spending on X in 2025, marking the most considerable retrenchment from any major advertising platform globally. This report, which involved about 18,000 consumers across 27 countries and 1,000 senior marketers, highlights that YouTube remains the most favored platform among advertisers, while consumers prefer Amazon and TikTok. Under Elon Musk’s leadership, X’s trust rating has plummeted to 12% in 2024, down from 22% in 2022, with only 4% of marketers considering ads on X as safe for their brands. This is in stark contrast to Google, which leads with a 39% safety perception. TikTok continues to be recognized as the most innovative platform, while YouTube stands as the most trusted. Interestingly, Netflix has entered the top five advertising platforms for both marketers and consumers due to its strong brand safety profile. Consumer preferences have shifted, favoring point-of-sale ads, which surpass sponsored events in perceived trustworthiness. Kantar’s report notes an increase in consumer receptivity to advertisements, rising from 24% in 2020 to 47% in 2024. However, mixed feelings around GenAI and AI-generated ads remain, with 62% of consumers expressing positive sentiments toward GenAI in general. Amidst these trends, Gonca Bubani emphasizes the need for marketers to adapt their strategies to connect more meaningfully with diverse audiences as the media landscape continues to evolve.
The decline in advertising expenditure on X reflects broader shifts in the marketing landscape, where brand safety and consumer perceptions play pivotal roles. The Kantar Media Reactions 2024 report underscores the importance of brand trust, especially in the wake of tumultuous leadership changes and platform transformations, which have influenced advertisers’ willingness to invest. Understanding consumer behavior and preferences is critical for marketers aiming to strategize effectively in this changing environment.
In conclusion, the Kantar Media Reactions 2024 report highlights a dramatic fall in marketer trust and spending on X, driven by brand safety issues and a lack of innovation confidence. YouTube and TikTok dominate as the preferred platforms, while emerging insights into consumer ad receptivity and the evolving landscape of GenAI are reshaping marketing strategies. Advertisers must navigate these challenges by prioritizing trust, relevance, and creativity to stand out in a fragmented media environment.
Original Source: campaignme.com
