YouTube remains the leading ad platform for marketers in 2024
SINGAPORE, Oct. 24, 2024 /PRNewswire/ -- Kantar reveals the retail media giant Amazon has claimed the top spot as most preferred ad platform among consumers in Asia Pacific, climbing three positions from last year. According to Kantar Media Reactions 2024, most consumers consider ads on Amazon to be trustworthy and innovative, viewing them as exceptionally relevant and useful, helping it achieve the top spot in five out of the eight APAC markets it is actively operating in. Interestingly, on the second spot in 2024, there is an exciting three-way tie on the second position between 3 global brands - Spotify, TikTok and Google.
Among APAC's marketers, YouTube leads the top of the charts again in 2024, while Amazon, despite being consumers' top choice, ranks seventh. This highlights while marketers tend to rely on trusted, well-established platforms with proven performance metrics, they should also be mindful of the evolving consumer preferences towards newer platforms like Amazon, TikTok and Spotify.
Kantar Media Reactions 2024 report uncovers the attitudes of consumers and marketers to ad platforms and channels. The annual study is based on interviews with 18,000 consumers in 27 markets and 1,000 senior marketers globally.
Top-ranking global media brands in Asia Pacific 2024
Consumers APAC | Marketers APAC |
1 | Amazon (+3) | 1 | YouTube (No Change) |
2 | Spotify (+3), TikTok (+1), Google (-1) | 2 | Instagram (+1) |
5 | Snapchat (+2) | 3 | Google (-1) |
|
| 4 | Facebook (+2) |
|
| 5 | Netflix (Newly tracked in 2024) |
Consumers APAC
Marketers APAC
1
Amazon (+3)
1
YouTube (No Change)
2
Spotify (+3), TikTok (+1), Google (-1)
2
Instagram (+1)
5
Snapchat (+2)
3
Google (-1)
4
Facebook (+2)
5
Netflix (Newly tracked in 2024)
Note: (x) refers to rank changes versus 2023
Amongst consumers, leading the charge for Retail Media Networks (RMN) in the APAC market, Amazon showed the most growth by rising three spots and dominated the ranking amid mounting competition reflecting similar sentiments from consumers globally. Similarly, Spotify, the only audio streaming brand known for its high-quality ads, also climbed three positions this year, showing strong growth alongside Amazon amongst the media brands.
Initially intended for the younger generation, TikTok has grown beyond that, onboarding users across various age groups with its fun and entertaining content, TikTok is the fastest growing brand in the past three years. While Google remains in the top two position as the most popular ad environment among consumers second year in a row. Snapchat secures the final spot in the top five rankings, thanks to its strong appeal to Gen Z, its emphasis on privacy, and its authentic content, which helps brands foster deeper connections with a highly engaged audience.
Top-ranking media channels in Asia Pacific
Consumers APAC | Marketers APAC |
1 | Sponsored events (No Change) | 1 | Online video (-) |
2 | Out of home (No Change) | 2 | Social Media Stories (+4) |
3 | Digital Out of Home (+1) | 3 | Social media New Feeds (+5) |
4 | Magazine (-1) | 4 | Influencer Content (+5) |
5 | Point of sale Ads (No Change) | 5 | E-commerce ads (+2) |
Consumers APAC
Marketers APAC
1
Sponsored events (No Change)
1
Online video (-)
2
Out of home (No Change)
2
Social Media Stories (+4)
3
Digital Out of Home (+1)
3
Social media New Feeds (+5)
4
Magazine (-1)
4
Influencer Content (+5)
5
Point of sale Ads (No Change)
5
E-commerce ads (+2)
Note: (x) refers to rank changes versus 2023
This year's analysis reveals that offline touchpoints continues to dominate consumers' preferred channels with four out of five taking to top spots with sponsored events taking the lead again in 2024. The rest of the top five also comprises of channels that are experienced in-person, including out-of-home, digital out-of-home, magazine and point of sale.
Digital Out of Home (DOOH) has been growing ranks year-on-year in APAC. Recognized for its innovative and high-quality visual experiences, DOOH is transforming the way we think about outdoor advertising. Brands are leveraging the dynamic and creative potential of DOOH to break away from the static and repetitive nature of traditional out of home formats.
The overall rankings reveal that consumer preferences extend beyond just digital media, emphasizing the continued relevance of traditional media across Asia's diverse landscapes. Meanwhile, marketers show a clear preference for digital channels, with the notable rise of social media and influencer content marketing underscoring the growing focus on achieving higher reach and faster return on investment. This highlights the importance for marketers to review their potential in engaging with consumers through a blend of both traditional and digital media.
Trustworthy ads remains a key pillar to impact receptivity among marketers
Media Reactions 2024 results highlight YouTube, Instagram, and Google as standout platforms, recognized for their exceptional balance of trust and innovation. These platforms provide marketers with the confidence to deliver impactful campaigns in secure environments while also pushing the boundaries of creativity. TikTok retains its title as the most innovative platform for the fifth consecutive year, reflecting its ability to capture attention and drive engagement through cutting-edge content formats.
In terms of brand safety and data trust, Google, YouTube, and Instagram lead the way, offering marketers a secure and transparent space for their advertising efforts.
Jane Ng, General Manager, Kantar Insights Singapore, said: "The medium shapes the message, and marketers need to grasp the unique strengths of each platform to optimize budgets and craft effective campaigns. In Asia Pacific's rapidly evolving media landscape, marketers are pushing the creative boundaries to power more dynamic engagement, through digital out-of-home channels."
"We have observed a significant surge in marketers turning to social media and influencer content, while consumers continue to engage with a diverse range of advertising experiences across both offline and online channels. To drive stronger brand impact, marketers should leverage the right channel mix, where tailored content not only captures heightened attention but also enhances consumer receptivity for more meaningful engagement."
This year, consumers are increasingly positive towards ads, thanks to the normalization of new formats and marketers addressing oversaturation. Years of digital ad experimentation may be paying off, although divided attention across platforms also plays a role. Media owners need to innovate to stand out.
Our survey shows that most marketers plan to increase their spending on online video, TV streaming, and influencer content in 2025. This strategic shift has the potential to elevate the reputation of these channels, but marketers must continue to focus on creative quality and customization to enhance the consumer engagement.
While marketers have increasingly shifted to digital channels for their cost efficiency and broader reach, we recommend not underestimating the value of in-person media channels. These platforms still offer unique advantages in capturing consumer attention and fostering meaningful engagement. With the right blend of creative content and personalization, in-person channels can deliver impactful results, complementing digital strategies to enhance overall brand campaigns.
Download the Media Reactions 2024 report here: www.kantar.com/mediareactions
Register to watch the webinar "Kantar Media Reactions 2024 Asia Pacific: Shaping media strategies with consumers' voices" on demand.
-ENDS-
About Kantar – Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
About Media Reactions 2024: Kantar has been at the forefront of media experience and perception research for over 20 years. The Media Reactions 2024 Global report combines insights from both consumer and marketer studies to provide a comprehensive view of the current media landscape. This year's survey engaged around 1,000 marketing professionals from advertisers, agencies, and media companies worldwide, alongside 18,000 consumers across 27 markets (Argentina, Australia, Belgium, Brazil, Chile, mainland China, Colombia, France, Germany, India, Indonesia, Italy, Japan, South Korea, KSA (Saudi Arabia), Malaysia, Mexico, Netherlands, Philippines, Singapore, South Africa, Taiwan, Thailand, United Arab Emirates, United Kingdom, United States and Vietnam)
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Amazon is the most preferred global ad platform for consumers in Asia Pacific - Kantar Media Reactions 2024
- New framework brings together Aon's Risk Capital and Human Capital data with public sentiment analysis from Gallup to create a portfolio view of risk
- Creates further clarity into how risks compound across four megatrends, how resilience is built and activated and where targeted actions can most effectively influence performance
DUBLIN, Jan. 16, 2026 /PRNewswire/ -- Aon plc (NYSE: AON), a leading global professional services firm, announced today that it is releasing insights from a new, data-driven tool to help organizations build sustainable resilience and unlock growth: Aon's Resilience Quotient.
Developed in collaboration with Gallup, Aon's Resilience Quotient responds to a critical insight: in a time of increasing populism and fragmented sources of information, quantitative data alone is not enough to make long-term decisions. Combining public sentiment on global issues with risk and people data and analytics enables greater clarity and confidence to invest and grow amidst uncertainty and volatility.
By integrating Aon's proprietary Risk Capital and Human Capital analytics with the results of Gallup's World Poll covering 140 countries for more than 20 years, the firm's Resilience Quotient captures both objective conditions and subjective sentiment, revealing where sentiment signals hidden risks and potential opportunities to achieve greater resilience. This system-level view enables leaders to spot emerging risks sooner, prioritize resilience investments and move from reactive risk management to proactive decision-making.
"When making decisions around investment, workforce or managing geopolitical risk, a portfolio view is far superior to a siloed perspective," said Greg Case, president and CEO of Aon. "Understanding sentiment can be an opportunity signal or an early warning. Leaders who are limited to only some of the relevant metrics risk missing the signals that matter most. Aon's Resilience Quotient delivers an integrated view to help organizations act decisively, strengthen resilience and unlock sustainable growth."
Four interconnected megatrends – Trade, Technology, Weather and Workforce – are reshaping the global operating environment in ways that traditional models struggle to anticipate. Aon's Resilience Quotient provides a clearer view of the tradeoffs within these interactions: how trade volatility can amplify technology risk, how climate pressures influence workforce mobility and how sentiment can either reinforce resilience or heighten operational risk, even when the fundamentals appear strong.
To illustrate the insights from its Resilience Quotient, the firm published three case studies addressing some of the most relevant and urgent issues facing the 2026 global economy:
- Realizing the Opportunity of AI: Securing Data Center Growth
Data centers are the backbone of the digital economy and with nearly $1.3 trillion projected to be invested globally in data centers by 2030, their rapid expansion brings unprecedented risks. Aon's Resilience Quotient shows that resilience varies sharply at the sub-national level, often more than underlying risk. Within the U.S., Iowa emerges as the most resilient destination for data center development, combining very low overall risk with exceptionally strong trade and weather resilience. "Aon's Resilience Quotient shows that Iowa's resilience–risk balance is roughly twice the national median, demonstrating how governance quality, institutional confidence and preparedness materially shape long-term infrastructure outcomes," said Joe Peiser, CEO of Commercial Risk Solutions at Aon. "This underscores the opportunity for leaders who understand the combined effect of low risk, resilient trade and weather systems and a strong foundation of public trust — factors that ultimately determine where AI infrastructure can grow at scale."
DUBLIN, Jan. 16, 2026 /PRNewswire/ -- Aon plc (NYSE: AON), a leading global professional services firm, announced today that it is releasing insights from a new, data-driven tool to help organizations build sustainable resilience and unlock growth: Aon's Resilience Quotient.
Developed in collaboration with Gallup, Aon's Resilience Quotient responds to a critical insight: in a time of increasing populism and fragmented sources of information, quantitative data alone is not enough to make long-term decisions. Combining public sentiment on global issues with risk and people data and analytics enables greater clarity and confidence to invest and grow amidst uncertainty and volatility.
By integrating Aon's proprietary Risk Capital and Human Capital analytics with the results of Gallup's World Poll covering 140 countries for more than 20 years, the firm's Resilience Quotient captures both objective conditions and subjective sentiment, revealing where sentiment signals hidden risks and potential opportunities to achieve greater resilience. This system-level view enables leaders to spot emerging risks sooner, prioritize resilience investments and move from reactive risk management to proactive decision-making.
"When making decisions around investment, workforce or managing geopolitical risk, a portfolio view is far superior to a siloed perspective," said Greg Case, president and CEO of Aon. "Understanding sentiment can be an opportunity signal or an early warning. Leaders who are limited to only some of the relevant metrics risk missing the signals that matter most. Aon's Resilience Quotient delivers an integrated view to help organizations act decisively, strengthen resilience and unlock sustainable growth."
Four interconnected megatrends – Trade, Technology, Weather and Workforce – are reshaping the global operating environment in ways that traditional models struggle to anticipate. Aon's Resilience Quotient provides a clearer view of the tradeoffs within these interactions: how trade volatility can amplify technology risk, how climate pressures influence workforce mobility and how sentiment can either reinforce resilience or heighten operational risk, even when the fundamentals appear strong.
To illustrate the insights from its Resilience Quotient, the firm published three case studies addressing some of the most relevant and urgent issues facing the 2026 global economy:
"Aon's Resilience Quotient shows that Iowa's resilience–risk balance is roughly twice the national median, demonstrating how governance quality, institutional confidence and preparedness materially shape long-term infrastructure outcomes," said Joe Peiser, CEO of Commercial Risk Solutions at Aon. "This underscores the opportunity for leaders who understand the combined effect of low risk, resilient trade and weather systems and a strong foundation of public trust — factors that ultimately determine where AI infrastructure can grow at scale."
- Workforce Transformation: AI Adoption and the Next Generation Workforce
The acceleration of AI adoption is transforming the workforce, but most organizations face a critical gap between the demand for AI skills and their readiness to adapt. The Resilience Quotient highlights how workforce engagement, trust and institutional preparedness are essential to harnessing AI's potential, making resilience the key differentiator between organizations that thrive through change and those that risk falling behind. "Aon's Resilience Quotient equips leaders to navigate rapid AI change with confidence," said Lisa Stevens, chief administrative officer at Aon. "These insights help create the conditions for early‑career employees to build the skills and confidence they need — so instead of losing a generation of talent, we cultivate one that is more capable and resilient than ever."
"Aon's Resilience Quotient equips leaders to navigate rapid AI change with confidence," said Lisa Stevens, chief administrative officer at Aon. "These insights help create the conditions for early‑career employees to build the skills and confidence they need — so instead of losing a generation of talent, we cultivate one that is more capable and resilient than ever."
- Rethinking Humanitarian Finance: A New Approach to Forced Migration
Over 120 million people are currently displaced by conflict, climate and systemic crises, reshaping societies and economies worldwide. Aon's Resilience Quotient highlights Venezuela and Colombia to illustrate the tradeoffs between investing resources at the source of migration — supporting those facing institutional erosion, food insecurity and economic collapse — or directing investment to more stable countries like Colombia that are absorbing people fleeing unlivable conditions. "Forced displacement results from extreme weather and man-made disasters like conflict and economic failure," said Bridget Gainer, chief public affairs officer at Aon. "If we could leverage the forecasting and financial capability of insurance to better predict and more quickly mitigate the impact of this volatility, we could help create conditions that allow populations to remain and rebuild in their home countries."
"Forced displacement results from extreme weather and man-made disasters like conflict and economic failure," said Bridget Gainer, chief public affairs officer at Aon. "If we could leverage the forecasting and financial capability of insurance to better predict and more quickly mitigate the impact of this volatility, we could help create conditions that allow populations to remain and rebuild in their home countries."
"Resilience is not a single blueprint, it's the way systems mitigate, adapt and transform under pressure. Aon's Resilience Quotient functions as a pressure gauge, surfacing the trade‑offs and early signals that help leaders strengthen resilience where it matters most," said Joe Daly, managing partner at Gallup. "We're proud to collaborate with Aon to combine Gallup's global sentiment analytics with Aon's Risk Capital and Human Capital data, turning confidence into actionable insight."
New insights from Aon's Resilience Quotient suggest that going forward, resilience priorities will shift from static risk management to dynamic, localized strategies. As disruptions become more complex and frequent, organizations will need to tailor resilience investments to specific geographies, sectors and even sub-regional contexts. Aon's Resilience Quotient is supported with a real-time analytics and AI-enabled insights platform, built by Quantum Rise, providing deeper visibility into evolving risk and resilience signals as conditions change.
Aon and Gallup will join global decision-makers at the World Economic Forum Annual Meeting to advance these critical discussions on restoring confidence and unlocking sustainable growth.
Learn more about Aon's Resilience Quotient and explore the case studies here.
About Aon
Aon plc (NYSE: AON) exists to shape decisions for the better — to protect and enrich the lives of people around the world. Through actionable analytic insight, globally integrated Risk Capital and Human Capital expertise, and locally relevant solutions, our colleagues provide clients in over 120 countries with the clarity and confidence to make better risk and people decisions that help protect and grow their businesses.
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Media Contact
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** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Aon's Resilience Quotient Cuts Through Uncertainty and Volatility to Help Businesses Move from Risk to Resilience and Growth
