Kantar finds ads on TikTok are seen as more inspiring, trendsetting and enjoyable than on other platforms | TikTok For Business Blog

A Kantar study commissioned by TikTok, spanning 20 countries with over 25,000 participants, found that ads on TikTok are perceived as more inspiring, trendsetting, and enjoyable than ads on other platforms. Specifically, 72% of respondents find TikTok ads inspiring, 67% say they capture attention (10% lead over other platforms), and 72% prefer TikTok's TopView ad format. The study highlights that TikTok ads benefit from a halo effect, where the platform's positive perception extends to its ads, resulting in 10% better ad receptivity overall.

Key factors include full-screen, sound-on design and native integration that makes ads feel part of the community.