TikTok has changed how brands advertise around the world, and audiences have noticed. Now, for the second year running, we outperformed our global peers in a Kantar study surveying how consumers feel about ads.
Both consumers and marketers were surveyed about nine global media brands across 23 markets, and the findings showed strong confidence across the board that TikTok is the preferred advertising environment for both brands and their audiences.
Ad equity measures the audience’s attitude and preference towards ads across media channels and premium media brands. Why does this matter? Broader Kantar research shows that brand-building campaigns are 7 times more impactful among people with high ad equity than among people with low ad equity.