Channel Power Index

Our Ranking Of This Year’s Top Advertising Channels

Welcome to Bambu’s 2024 Channel Power Index

Since our inception we have been closely monitoring the performance of all popular advertising channels and formats to help our clients make informed decisions based on their objectives. Each year we analyse results from all our clients campaigns to benchmark each channel across 6 datapoints, measuring everything from how many people the channel reaches through to how easy the channel is to work with.

2023 has been a tough year for businesses running ads with most reporting poorer performance due to the global economic slowdown but under the surface it has been a positive year for advertising with significant improvements being made by niche platforms. Although so far a small step, it gives a real indication of a challenge to the Google-Meta duopoly that has dominated advertising in recent years.

At the top of the table, Google Search has pipped Meta to the post and reclaimed our number one spot for the first time since 2019. Google’s addition of Performance Max into their core product has given them an increase in both reach and direct response performance, while Meta remains held back by their renowned lack of meaningful customer support, making the experience of advertising on their platform a continual challenge.

Other notable movers include X (Twitter) which has moved up due to an increase in value for money, thought to be due to big advertisers moving away from the platform. TikTok falls back one position due to a decrease in expected performance as competition on the platform increases.

Check out the full table below.

wdt_ID Channel Name Reach DR Performance Brand Performance Ease of Setup / Usability Support Value / CPM Total
1

Google Search & Pmax

7123953_logo_google_g_icon.png 85 94 6 80 60 34 60
2

Meta Facebook

9693535_facebook_katana_social-media_social_communication_icon.png 81 79 65 65 8 55 59
3

Meta Instagram

3225191_app_instagram_logo_media_popular_icon.png 74 72 72 65 12 51 58
4

Pinterest

317731_pinterest_social_social-media_icon.png 13 27 64 42 78 82 51
5

Microsoft

4373121_logo_logos_microsoft_icon.png 18 64 37 70 73 44 51
6

YouTube (Google Video)

7123953_logo_google_g_icon.png 76 23 54 22 46 65 48
7

X (Twitter)

11053969_x_logo_twitter_new_brand_icon.png 28 19 58 50 59 71 48
8

Google Display

7123953_logo_google_g_icon.png 80 12 26 33 55 78 47
9

TikTok

4362958_tiktok_logo_social-media_icon.png 35 31 58 28 54 77 47
10

Snap

5296508_snapchat-logo_ghost_snap_snapchat_social-media_icon.png 12 48 41 42 64 73 47
11

Print

115708_news_newspaper_subscribe_icon.png 67 22 60 14 94 21 46
12

Radio

3669279_radio_ic_icon.png 62 4 65 6 90 50 46
13

TV

5402432_channel_entertainment_television_tv_media_icon.png 72 2 70 2 88 40 46
14

Out of Home

11024184_billboard_advertising_advertisement_architecture_and_icon.png 88 5 65 3 90 18 45
15

Google Discovery

7123953_logo_google_g_icon.png 34 42 43 40 41 69 45
16

Amazon

1298723_amazon_ecommerce_logo_shop_store_icon.png 41 68 5 48 42 30 39
17

LinkedIn

317725_linkedin_social_icon.png 14 55 22 68 63 5 38
18

Spotify

1298766_spotify_music_sound_icon.png 19 18 71 19 55 43 38

About The Scores

We rank each platform from 0-100 based on the criteria given in the table above. These scores are assigned based on both data driven analysis, looking at real world campaigns that have been live in the past 12 months, our own opinion of how these channels are currently performing, and insights about how they are likely to change in the coming months.

  • Reach: how many people use the platform(s) that each ad type has access to.
  • DR Performance: expected performance for a direct response campaign.
  • Brand Performance: expected performance for an engagement or brand awareness based campaign.
  • Usability: how easy is it to launch and manage campaigns, including aspects like how user friendly the interface is, uptime of the management tools, the amount of hands on effort required to manage campaigns, and the resource required to prepare creative assets.
  • Support: quality of support when things go wrong or when technical assistance is needed, including response times and knowledge of support reps.
  • Value: how much you get for your money, focusing primarily on the cost per thousand impressions on each platform as the fairest way to directly compare across various ad types.

Bambu is a member of the Institute Of Practitioners In Advertising’s accelerator scheme, marking our commitment to strategic excellence and continual professional development. We are proud to be one of just 20 small agencies globally to be part of this program, aligning ourselves with the world’s leading network agencies and giving us unparalleled access to data, insights and training.