However, the actual net increase was only 12 percent. However, it is still early days for AI in marketing, according to the report.Īnother digital innovation that made waves last year was the metaverse with 61 percent of marketers claiming they would increase spending in the metaverse in 2023. Moreover, 14 percent of marketers said they will reduce their ad investment on the platform in 2024.Īrtificial intelligence has been a buzzing topic in the media industry and both consumers (55 percent) and marketers (66 percent) are positive about it. The app featured in the top five preferred ad platforms for both groups and was voted as the single best ad platform for capturing attention by both groups.Įlon Musk’s X, formerly Twitter, has suffered “reputational damage” among marketers, according to the report, which shows a decline in perceptions of both innovation and trust. TikTok, on the other hand, is popular with both marketers and consumers making it the most attention-grabbing ad platform, according to the research. Consumers find Instagram ads to be more fun and entertaining this year, but for marketers, the innovation of ads on Instagram has fallen 12 percent since 2021. While Instagram has moved up for consumers, it has gone down for marketers. Marketers favor YouTube and Google because they are established brands, even if the former does not rank in consumers’ most-preferred ad platforms, according to the report. The global study was conducted across 23 markets including Saudi Arabia, the UAE and Egypt.įor consumers, the most-preferred ad platforms are Amazon, followed by Google, TikTok, Instagram and Spotify.Īmong marketers, YouTube has jumped to the top of the list, improving trust by 6 percent year-on-year, followed by Google, Instagram, TikTok and Spotify. The annual study, conducted by marketing insights and analytics company Kantar, delves into the attitudes of consumers and marketers to ad platforms and channels. Malaysia has increased scrutiny of online content under Prime Minister Anwar Ibrahim, who came to power in November.Įarlier this year, Malaysia said it would take legal action against Meta for failing to act against harmful content on its Facebook platform, but later dropped the plan following meetings with the company.ĭUBAI: Amazon, for the second year in a row, is consumers’ most preferred ad platform, while TikTok is the most “attention-grabbing,” according to the Kantar Media Reactions 2023 report. The MCMC said it was also in discussions with the social media platforms to address online harm such as child sex abuse material, online gambling and financial scams. It said the rules were part of government efforts to address “imbalances” in income for digital platforms and local media, and to ensure “fair compensation for news content creators.” The MCMC is also mulling rules similar to Canada’s Bill C-11, which aims to regulate streaming platforms and requires them to support Canadian content. The proposed regulations will be similar to rules in Australia, which in 2021 made it compulsory for Google and Meta to compensate media outlets for content that generates clicks and advertising dollars, the MCMC said. Malaysia is in discussions with Google, Meta and other major online platforms over the regulatory framework, the Malaysian Communications and Multimedia Commission (MCMC) said in a statement after meeting with officials from both companies. KUALA LUMPUR: Malaysia said on Tuesday it is considering regulations that will make Internet giants Alphabet Inc’s Google and Facebook parent Meta Platforms compensate news outlets for content sourced from them.
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