2023年媒体代理调查报告.docx

YOUTUBE&GONNEGTEDTVMediaAgencySurvey2023aPixabilityreportNTODUCTONRespondentRoleInOctober2023,Pixabilitysurveyed116U.S.-basedmediaagencyprofessionalsthatworkdirectlyonYouTubeand/orConnectedTVcampaignsforbrandadvertisers.Thissurveybuildsoninsightsfromoursurveysfrompreviousyearstounderstandhow30%Big6AgencystrategiesandperceptionsaroundYouTube,ConnectedTV,andotherdigitalvideoplatforms,areevolving.70%IndependentAgency2%C-LevelExecutive6%OtherAgencyAffiliationQ.HoWwouldyoubestdescribeyouragency22%18%15%8%Media/AccountMediaZAccountVP/EVPMediaZAccountMedia/AccountMediaAcutDirectorPlanner+BuyerSupervisorPlannerBuyerYouTube&ConnectedTVMediaAgencySUrVey2023©2023Pixabhty.Inc.AHrightsresaved.2AgenciesContinueToInvestHeavilyInYouTubeMostAgenciesareIncreasingorMaintainingInvestmentwithVeryFewDecreasingYOYEvenwithsomeeconomicuncertaintyin2023andgoinginto2024,roughlyhalfofagenciessawincreasedspendonYouTubethisyearandwillcontinuetoseeincreasedspendnextyear.Veryfewsawadecreasethisyear(7%)withevenfewerpredictingadecreasefor2024(4%).MediaAgencyInvestmentinYouTubeYOYQHowhasyourYouTubestrategyevolvedIn2023,comparedIo2022?QAsyouplanyourYouTubeSirategytor2024,howdoesitcomparetothisyear?O2023Pixability,Inc.Allrightsrwrvrd.3CTVInvestmentContinuestoIncreaseRapidlywithLinearContinuingtoDropandFacebook/InstagramStayingFlatTheshiftinspendfromLinearTVtoCTVntinuesas65%ofagenciessawanincreaseinCTVspendwithonly10%seeinganincreaseintraditionalTVadvertising.Inaddition,someofthepublicpushbackagainstMetamaybereflectedinthelackofincreasesinFacebook/Instagraminvestment.& 2023 Pixabiity, Inc. AU rights reserved. 4IncreaseInvestmentSameInvestmentDecreaseInvestmentNotSureCTV65%20%3%12%TikTok43%22%5%30%Facebook/Instagram24%47%8%21%UnearlV10%33%36%21%Q.HOWiSyourmarketingSSraiegyevdvrigacrossthefolbwngplatformsandcategories?YoUTube&ConnectedTVMediaAgencySurvey2023BrandSafety&PerformanceContinuetoBeTopPrioritiesforYouTubeCampaignsYearafteryearinthissurveywe,vefoundthatBrandSafetyandPerformancearethetoptwoprioritiesforagenciesastheymanagetheirclient'sYouTubecampaigns.We,realsoseeingthatBrandSuitabilityasancepthasgainedtraction;whereastwoyearsagooursurveyshowedalackofunderstandingofthevalueofit,thisyearandlast,agencieshaveplacedmuchmorevalueonthenceptofkeepingcampaignssuitableinadditiontosafe.IfsalsointerestingsoseethatwhileContextualTargetingisimportant,AudienceandBehavioralTargetingbothstillrankhigher,meaningthatcampaignsrunwithContextualTargetingonlymaybemissingoutonsomebenefitsofaudiencetargeting.Mostofthesebenefitswillnotgoawaywiththeokiepocalypse.,YouTi>e&ConnectedTV三MediaAgencySurvey2023ImportanceofEachObjectiveWhenExecutingYouTubeCampaignsHowmuchdoeseacho<theseobjectivesmattertoyouandyouragencywhenexecutingYouTubecampaigns?(tanked1-5.Wrth1begnotatallimportant,and5beingveryimportant)BrandSafety(ensuringthatmyadsdonotragainstunsafentent)458AdPerformance(VleWrate,view-tooomp<etiorales,didk4hroughrates)455AudienceTargeting(reachingnsumersbasedonaudience'demographicdata)4.54MeasuremenVReporting(Extractingmeaningfulinsightfromcampaigns)4.54BrandSuitability(ensuringthatmyadsdoorunagamstcontentthatisunsuitable)4.44Efficiency(ensuringourcfentisdrivingvalueforth»rinvestment)4.41AwarenessorBrandLift(adrecal.brandfavorably)439ReaCh/Scale(reachingenoughconsumerstomeetmystrategiesrequirements)4.36BehavioralTargeting(reachingconsumersbasedonintentandpreferencedata)4.3BusinessOutcomes(versos,CSjorevisits,appdwnfoacfc)426ContextualTargeting(reachingconsumersbasedOnwatcontentthey,rewatching)4.17Pacing(beingabtetostayOnadailybudget)4.16EaseOfCampaignManagement(SaVingWneonatthemovngPartSofCamPagnS)4.06AdFrequency(reachingandrenarke<igtoconsumersane<fectwenumberOttimes)398ClientService(emailresponsetimes,strategicgotopartner,ete.)396ReportingAPI(defcvehngdataandinsightsdirectlytoyourinte<nddashboards)392Consideration(SearchLift)33DrivingImpactonTVScreens(reachingaudiencesiIheIMngroom)3.74DrivingImpactonMobile(reachingAUdienceSonmobiledevices)3.73O2023PaaMity,inc.ARrightsreserved.5BalancingBrandSuitabilityAndPerformanIsKeyForAgenciesOverallthissurveyshowsthatmostagenciestrytostrikeabalancebetweenbrandsuitabilityandperformancewhenrunningYouTubecampaigns.Wedo,however,seethatbiggerholdingcompanyagenciesaremorelikelytostresssuitabilityandtheindependentagenciesmorelikelytostressperformance.Thisislikelyduetohowcriticalsuitabilityisforthelargerbrandsmanyholdingcompaniesworkwith.MostBrandAdvertisersWantToBalanceSuitability&PerformanceQ.Whichofthefoto11gbestdescribeyourcfents'pnribshenexecubngYTubcampagns?IndependentAgencyB6AgencyAlrightsrosenYouTubeisIncreasinglyBeingUsedtoAchieveFullFunnelKPIsIntheearlyyearsofYouTube,theplatformw