2024-01-03-Pixability-2023年媒体代理调查报告_16页_2mb

YouTube & Connected TV Media Agency Survey 2023 Summary

Overview

The 2023 Pixability survey included 116 U.S.-based media agencies focused on YouTube and Connected TV. Key findings reveal sustained investment in digital video platforms, driven by evolving market strategies amidst economic uncertainty.

Investment Trends

• Most agencies increased or maintained YouTube investment (50% in 2023, expected 48% for 2024).
• CTV investment rose significantly (65%), while traditional TV declined (10%).
• General declines in Facebook/Instagram spend and avoidance due to Meta's challenges.

Key Priorities

• Brand safety (4.58) and performance (4.55) are top objectives for YouTube campaigns.
• Suitability and performance balance is emphasized, with 62% of agencies focusing on balance.
• Big 6 agencies prioritize suitability, while independents lean toward performance.

Platform Usage

• YouTube is increasingly used as a full-funnel platform for awareness, consideration, and action.
• Agencies slightly prefer YouTube on TV over YouTube TV, citing higher reach on Connected TV.

Team Structures

• CTV, YouTube, and traditional TV buying teams are merging (expected increase from standalone setups, with 46% favoring integrated teams).

Third-Party Partners

• 75% of agencies consider Google certification for YouTube partners important, ensuring compliance with Brand Suitability and Contextual Targeting.
• Certified partners are seen as more reliable for performance and suitability insights.

Content Avoidance

• When targeting adults on YouTube, agencies prioritize avoiding unsuitable content, including Made-for-Kids, political, controversial creator, and language-mismatched inventory.

Sustainability and DE&I

• Sustainability is a growing priority (39% of respondents rate it highly).
• DE&I is prioritized even more, with 53% considering it very important for ad strategies, supporting diverse communities.

Pixability's Position

• Pixability is recognized as a leader in suitability and performance on YouTube and CTV, with a focus on cost-efficiency and deeper performance data.