2025年美国YouTube和联网电视调查（英）_19页_3mb

报告摘要

Summary of US YouTube & Connected TV Media Agency Survey 2025

Introduction:
This 2024 survey of 124 US media agencies focused on YouTube and Connected TV (CTV) strategies, revealing trends in investment, team structures, and priorities for brand advertisers. Agencies emphasized the importance of balancing performance and brand safety.

Key Findings:

Investment Trends: 56% of agencies reported increased YouTube investment in 2024, with 44% planning increases for 2025. CTV investment also rose (58% increase), while traditional TV investment declined (13% increase). Most agencies (90%) maintained or decreased budgets for other platforms like Meta and TikTok.
Team Structures: Agencies are evolving toward unified teams combining CTV, YouTube, and TV expertise, which is seen as more efficient for handling complex campaigns.
Client Priorities: Clients prioritize ad performance (e.g., view rates, click-through rates) and brand safety or suitability. Agencies report tiring of third-party tools that focus solely on safety without ensuring strong outcomes.
Brand Safety Challenges: Up to 30% of YouTube impressions could be on non-compliant inventory without third-party measures. Clients want to avoid content like Made-for-Kids videos, irrelevant languages, and controversial topics to reduce waste.
Tool and Platform Assessment: 78% of agencies value Google's YouTube Measurement Program (YTMP) certification for partners, noting a lack of full transparency, advanced targeting, and benchmark reporting in native platforms.
Future Outlook: YouTube is increasingly used for full-funnel objectives, including awareness, consideration, and action. With the growth of YouTube Shorts, it competes with TikTok for short-form video dominance, and agencies plan to enhance its role in integrated campaigns.

Conclusion:
The survey highlights YouTube and CTV as key media channels with significant growth potential, driven by agencies' need to optimize performance while ensuring brand alignment and safety.

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