Pixability：2023年媒体代理调查报告_16页_2mb

报告摘要

2023 PIXABILITY YouTube & Connected TV Media Agency Survey Summary

Key Findings Overview

Investment Trends: Most agencies increased or maintained YouTube and CTV investments in 2023, despite economic uncertainty. CTV saw a sharp rise (65% of agencies increased spend), while traditional TV declined (10%). YouTube investment is heavily prioritized for 2024.
Priorities and Goals: Brand safety and performance remain top focuses for YouTube campaigns. Agencies increasingly value brand suitability, which helps avoid inappropriate content, with about 30% of impressions potentially off-target without measures.
Marketing Approach: YouTube is viewed as a full-funnel platform for awareness to action, including metrics like conversions and brand lift. Agencies plan to leverage YouTube on TV (CTV) more than YouTube TV for household reach.
Team Structure: Expectation is for greater integration of CTV, YouTube, and traditional TV teams in agencies.
Third-Party Partners: Google certification through YTMP is deemed crucial for ensuring suitability and compliance.
Content Avoidance: For adult targeting, agencies prioritize avoiding content like political material, Made for Kids (MFK) inventory, and controversial creators.
Emerging Issues: Sustainability and DE&I are becoming key considerations, especially DE&I, which many agencies rank highly in priority.
Vendor Spotlight: Pixability positions itself as a leader with unique strengths in CTV and YouTube integration, compliance, and campaign performance.

Detailed Breakdown

Survey Scope: Based on 116 U.S.-based media agency professionals; 70% from large agencies, 30% from independent agencies.
YouTube Evolution: Agencies increasingly use YouTube for full-funnel objectives, and investment is projected to grow. Challenges include cookiepocalypse, offsetting by audience targeting importance.
CTV Growth: Rapidly increasing CTV investment contrasts with declining linear TV. Facebook/Instagram investment saw little change.
Brand Safety & Suitability: Critical for brand advertisers; measured importance shows contextual targeting ranks lower than audience and behavioral targeting. Estimated 30% off-target without proper exclusion inads.
Client Priorities: Balancing brand suitability and performance is key; clients aim for awareness and action-driven campaigns.
Team Integration: Future trends point to merged teams for CTV, YouTube, and TV to enhance strategy execution.
Partner Certification: Demand for Google-certified YTMP partners is strong, emphasizing reliable data sharing and compliance.
Content Selection: Agencies typically avoid MFK, political, and news content when targeting adults; specific percentages vary.
YouTube TV vs CTV: YouTube on TV leads in reach (52% of CTV watch time); YouTube TV is less dominant but engaged.
Sustainability & DE&I: DE&I is prioritized over sustainability by slightly more agencies, reflecting inclusive advertising pushes.
Pixability Differentiation: Highlights compliance and performance capabilities in CTV and YouTube landscape.