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1、YOUTUBE&CONNECTED TV MEDIA AGENCY SURVEY 2022A PIXABILITY REPORTTABLE OF CONTENTS3451318IntroductionKey TakeawaysYouTube Strategies&Spending Going into 2023The Continued Growth of Connected TVUnderstanding Agency Focus on Key TopicsReport FindingsYouTube&Connected TV Media Agency Survey 2022 2022 Pi

2、xability,Inc.All rights reserved.2INTRODUCTIONIn October 2022,Pixability surveyed 196 U.S.-based media agency professionals that work directly on YouTube and/or Connected TV campaigns for brand advertisers.This survey builds on insights from our previous years survey to understand how strategies and

3、 perceptions around YouTube,Connected TV,and other digital video platforms are evolving,especially as consumer viewing habits continue to shift.Agency AffiliationRespondent RoleC-Level Executive3%7%Media/Account Buyer20%Media/Account Planner13%Media/Account Supervisor7%Other 15%VP/EVP36%Media/Accoun

4、t Director66%34%Independent AgencyBig 6 AgencyQ.How would you best describe your agency?Q.Which of the following best describes your role at your agency?YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.3KEY TAKEAWAYSDE&I will continue to be an extremely important

5、 component of advertising strategy,especially for big agencies supporting big brands.Agencies are predicting that ad budgets will hold fairly steady in 2023 with slight cutbacks,but YouTube and CTV spending will increase.Advertisers are looking for a balance of brand suitability and performance but

6、bigger holding company agencies are more focused on safety and suitability than are the smaller independent agencies who are slightly more driven by ad performance.YouTube is increasingly being seen as a CTV platform and agencies are continuing to decide the best alignment of teams to adjust to this

7、 reality.With Netflix now in the mix of ad-supported CTV,agencies predict most of the dollars will move over from other CTV platforms ing from existing TV budgets or YouTube.13452YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.4YOUTUBE STRATEGIES&SPENDING GOING

8、INTO 2023SECTION 01YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.5Increasing spendMaintainingspendCutting back somewhatSignificantlycutting back19%24%8%5%7%0%75%65%85%4%3%8%YOUTUBE STRATEGIES&SPENDING GOING INTO 2023Brand Advertisers Plan To Maintain Overall A

9、dvertising Spend Despite Economic HeadwindsWhen we asked agencies how their brand clients were adapting to changing economic conditions,specifically whether or not they were changing spend due to expectations of recession,71%of respondents said their clients are maintaining ad spend in the face of e

10、conomic headwinds.Most brand advertisers maintain spend despite economic uncertaintyQ.With the prospect of an economic downturn or recession incoming,how are your clients responding?AllIndependent AgencyBig 6 AgencyYouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved

11、.6YOUTUBE STRATEGIES&SPENDING GOING INTO 2023Media Agencies Continue To Invest More Heavily Into YouTubeIn 2021 there was a huge increase in YouTube spend after some of the pauses we saw in 2020.While the percentage increases in 2022 and 2023 will not be as drastic,the increases continue at a strong

12、 pace.The planned increase for 2023 is particularly promising given the signs of economic instability.How Agencies Invest,Or Plan To Invest,On YouTube,Compared To Previous YearDecreaseStay the sameIncrease1%4%3%21%47%42%48%55%77%2021 Investment2022 InvestmentPlanned 2023 InvestmentQ.As you plan your

13、 YouTube strategy for 2023,how does it compare to this year?YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.7YOUTUBE STRATEGIES&SPENDING GOING INTO 2023Balancing Brand Suitability And Performance Is Key For Brand AdvertisersVery few advertisers care only about m

14、aximizing brand safety and suitability without having some performance success.Overall most advertisers want a balance of suitability and performance,but there are some that are still focused mainly on performance.Most Brand Advertisers Want To Balance Suitability&PerformanceMy clients care less abo

15、ut brand suitability,and focus mostly on performanceMy clients want to balance brand suitability and performanceMy clients want to maximize brand suitability,and care less about performance29%36%14%69%64%82%2%1%5%AllIndependent AgencyBig 6 AgencyQ.Which of the following best describe your clients pr

16、iorities when executing YouTube campaigns?YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.8YOUTUBE STRATEGIES&SPENDING GOING INTO 2023Big 6 Agencies Prioritize Brand Safety on YouTube While Independent Agencies Prioritize Measurement&PerformanceWhile we showed t

17、hat advertisers in general want a balance of safety and performance,these priorities are seen slightly differently by big agencies vs smaller agencies.Big 6 agencies with big brand clients heavily prioritize safety on YouTube while Independent agencies with generally smaller clients prioritize repor

18、ting and performance.Big 6 AgenciesIndependent AgenciesHow much does each of these objectives matter to you and your agency when executing YouTube campaigns?(ranked 1-5,with 1 being not at all important,and 5 being very important)Average Ranking of Each Objective On a Scale of 1-5 By Each Type of Ag

19、encyBrand Safety4.84Ad Performance 4.70Efficiency4.70Measurement/Reporting4.68Audience Targeting4.68Brand Suitability4.68Contextual Targeting4.55Awareness or Brand Lift4.50Reach/Scale4.41Behavioral Targeting4.39Business Outcomes4.34Pacing4.32Ease of Campaign Management4.30Consideration4.23Ad Frequen

20、cy4.11Driving Impact on Mobile4.00Driving Impact on TV Screens3.86Measurement/Reporting4.70Audience Targeting4.64Ad Performance4.58Behavioral Targeting4.57Brand Safety4.55Efficiency4.54Brand Suitability4.49Reach/Scale4.38Contextual Targeting4.37Business Outcomes4.30Pacing4.28Awareness or Brand Lift4

21、.27Ease of Campaign Management4.03Ad Frequency4.03Driving Impact on Mobile3.90Consideration3.86Driving Impact on TV Screens3.82YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.9YOUTUBE STRATEGIES&SPENDING GOING INTO 2023Brand Suitability Alignment:Agencies Indica

22、te The Risk Of Not Using The Right MeasuresMedia agency professionals estimate that roughly 36%of impressions would occur against unsuitable content if no brand suitability measures are implemented on YouTube.This is in line with last years estimate(37%)Percentage Of Campaign Impressions That Respon

23、dents Estimated Would Be On Content That Didnt Specifically Align With The Brands Values If Brand Suitability Measures Were Not Used64%36%On-TargetOff-TargetQ.If an advertiser were to run a campaign on YouTube WITHOUT using any brand suitability measures(exclusions,inclusions or other methods),what

24、percentage of the campaign impressions do you think would run on inventory that was NOT perfectly brand suitable for the advertiser?YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.1035%38%27%46%82%71%13%11%16%6%6%7%74%41%57%OtherDirect response channelStandalone

25、 video platformConnected TV platformSocial media platformYOUTUBE STRATEGIES&SPENDING GOING INTO 2023Agencies Increasingly See YouTube As a CTV PlatformMore Agencies See YouTube As A CTV Platform Than A Social PlatformQ.How would you categorize YouTube in your overall marketing strategy?(select all t

26、hat apply)More agency respondents view YouTube as a CTV platform than a social media platform,and Big 6 respondents were more likely to view it as such.This is in line with a trend of advertisers looking to incorporate YouTube into CTV campaigns because it has the highest reach on CTV.AllIndependent

27、 AgencyBig 6 AgencyYouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.11YOUTUBE STRATEGIES&SPENDING GOING INTO 2023Agencies Expect To Merge CTV,YouTube,And TV Buying TeamsAgencies Expect CTV,YouTube,and TV Teams Will Increasingly MergeQ.Which of the following best

28、describes how your agencys teams are arranged currently,and which best describes how the teams will be arranged in the near future?Roughly half of respondents expect their agency to merge their CTV,YouTube,and TV buying teams in the near future.39%of respondents said their agency already has a conso

29、lidated buying team,compared to 37%of last years respondents.5%17%29%50%9%21%32%39%CTV teams are stand-aloneCTV and TV Campaigns are managed from the same team,YouTube is separateCTV and YouTube campaigns are managed from the same team,TV is separateCTV,YouTube,and TV are all managed from the same t

30、eamTodayIn The Near FutureYouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.12THE CONTINUED GROWTH OF CONNECTED TVSECTION 02YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.13Investing LessMaintaining SpendInvesting More4%0%6%2

31、0%20%76%79%74%21%THE CONTINUED GROWTH OF CONNECTED TVAgencies Plan To Invest More In CTV PlatformsAgencies overwhelmingly are looking to invest more heavily in Connected TV platforms as eyeballs shift from linear to the CTV ecosystem.Agencies Overwhelmingly Plan On Investing More On CTVAllIndependen

32、t AgencyBig 6 AgencyYouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.14THE CONTINUED GROWTH OF CONNECTED TVYouTube Leads In Agency Investment On CTV Platforms73%of agency respondents invest in YouTube specifically to reach CTV audiences,more than any other CTV pl

33、atform including runner-ups Hulu,Roku,and Amazon Fire TV.YouTube Is The Platform Where Most Agency Respondents Are Investing On CTVYouTube75%Roku70%Peacock68%Amazon Fire TV57%Hulu57%HBO Max(With Ads)43%Samsung TV Plus43%Paramount+39%Tubi TV36%Disney+32%Pluto TV30%Amazon Freevee (formerly IMDb TV)25%

34、Discovery+25%Sling TV11%Other5%None of the above2%YouTube70%Hulu67%Roku55%Amazon Fire TV37%Pluto TV32%Samsung TV Plus32%Tubi TV32%Sling TV26%Discovery+25%Paramount+25%Disney+17%Peacock17%Amazon Freevee (formerly IMDb TV)16%Other13%HBO Max(With Ads)12%None of the above7%Big 6 AgenciesIndependent Agen

35、ciesWhat CTV platforms are you investing in today?YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.15THE CONTINUED GROWTH OF CONNECTED TVAgencies See Linear TV Budgets DecliningAgency respondents said that their linear TV buys are flat or declining this year,with

36、 few saying they were investing more in their linear strategy.Linear TV Budgets Are Flat Or Decreasing Across Agency StrategiesInvesting LessMaintaining spendInvesting More41%41%41%45%44%47%14%15%12%AllIndependent AgencyBig 6 AgencyYouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.Al

37、l rights reserved.16Other CTV Platform Budgets(e.g.,Amazon Fire TV,Roku,Peacock)Traditional TV BudgetsHulu BudgetsIt will not be taken from other budgets,there will be incremental increase in spendOtherFacebook BudgetsYouTube BudgetsTikTok BudgetsNative Video Budgets38%43%25%17%14%25%7%8%5%7%7%7%4%5

38、%2%3%3%5%3%2%5%1%0%5%1%1%0%THE CONTINUED GROWTH OF CONNECTED TVAgencies Expect Netflix Budgets Will Come From CTV And LinearAgencies Plan To Pull From CTV,Linear When Planning Netflix BudgetsAs Netflix rolls out its advertising platform,agencies expect that dollars will mostly move from existing CTV

39、 platforms and linear TV to Netflix budgets.AllIndependent AgencyBig 6 AgencyQ.If/when Netflix rolls out its ad-supported tier,and advertisers start to shift budgets towards Netflix,where do you anticipate the majority of this ad spend to come from?YouTube&Connected TV Media Agency Survey 2022 2022

40、Pixability,Inc.All rights reserved.17UNDERSTANDING AGENCY FOCUS ON KEY TOPICSSECTION 03YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.18UNDERSTANDING AGENCY FOCUS ON KEY TOPICSDE&I62%of agency respondents see diversity,equity,and inclusion as very or fairly imp

41、ortant to their overall advertising strategies,while very few respondents saw the topic as unimportant.Interestingly,Big 6 respondents were more likely to see DE&I issues as important in ad strategies than independent agency respondents.How Agencies View DE&I As A Part Of Their Ad Strategy28%4%9%25%

42、34%5-Very important4-Fairly important3-Somewhat important2-A little important1-Not at all importantQ.How much of a priority is diversity,equity,and inclusion in your advertising strategy?(Rate 1-5,with 5 being very important and highly prioritized in your ad strategy)YouTube&Connected TV Media Agenc

43、y Survey 2022 2022 Pixability,Inc.All rights reserved.19UNDERSTANDING AGENCY FOCUS ON KEY TOPICSSustainabilityBoth Big 6 and independent respondents saw sustainability as moderately important to their overall advertising strategies,averaging a rating of 3.25 on a scale of 1-5.Agencies could stand ou

44、t from their peers by highlighting the sustainability of their approach.Importance of Sustainability to Agency Strategies11%33%11%11%35%5-Very important4-Fairly important3-Somewhat important2-A little important1-Not at all importantQ.How much of a priority is sustainability in your advertising strat

45、egy?(Rate 1-5,with 5 being very important and highly prioritized in your ad strategy)YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.20Want to Learn More?Wed love to walk you through our approach to brand suitability,and share the full results of our YouTube Ana

46、lysis that includes all verticals.Lets Connect|About PixabilityPixability is a technology and data company that empowers the worlds largest brands and their agencies to maximize the value of video advertising on YouTube,YouTube on TV,Amazon Fire TV,and Roku.Weve run more YouTube campaigns than anybo

47、dy,except for Google itself and were known as a leader in YouTube insights.Pixability is also one of seven companies worldwide that is certified by Google as a leader in brand suitability and contextual targeting and is the only one of these also certified in YouTube content insights.To learn more a

48、bout developing effective YouTube and CTV strategies,or to power your own campaigns with our industry leading data solutions,contact us.YouTube Measurement Program CertificationsAwardsGlobal Winner:Most Innovative Partner in Video Advertising YouTube&Connected TV Media Agency Survey 2022 2022 Pixabi

49、lity,Inc.All rights reserved.21CONCLUSIONMethodologyIn October 2022,Pixabilitys insights team conducted an online survey of U.S.-based media agencies that are involved in executing YouTube and Connected TV campaigns for clients.The goal of the survey was to understand industry pains around YouTube a

50、nd CTV advertising and how agencies are shifting strategies to adjust to the changing media consumption habits and economic conditions.Below are details on the survey base and field dates:U.S.Media Agency Respondents Running YouTube/Connected TV Campaigns for ClientsField Dates for Data CollectionOCTOBER 2022196YouTube&Connected TV Media Agency Survey 2022 2022 Pixability,Inc.All rights reserved.22