 |
Future Proof
Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the worlds leading marketing data and analytics company. In each episode, well have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/ Hosted on Acast. See acast.com/privacy for more information. Language: en Genres: Business, Marketing, Technology Contact email: Get it Feed URL: Get it iTunes ID: Get it |
Listen Now...
TikTok’s Evolution: From Authenticity to Attention
Monday, 27 October, 2025
Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appeal to consumers as a global advertising platform. Five years after its explosive rise, TikTok continues to set the standard for authentic and engaging content. What’s behind this sustained success? On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, Global Media Director at Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to authenticity, creators, and advertising has evolved, and what it means for brands aiming to capture quality attention in a fragmented media landscape. Tune in for a behind-the-scenes look at why TikTok remains a favourite and discover what’s next for brands looking to make an impact in 2026. And to learn more about Media Reactions’ free guide to 2026 planning visit Kantar Hosted on Acast. See acast.com/privacy for more information.
