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1、A PIXABILITY REPORTYOUTUBE&CONNECTED TV Media Agency Survey 2023INTRODUCTIONIn October 2023,Pixability surveyed 116 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 surveys from previou

2、s years to understand how strategies and perceptions around YouTube,Connected TV,and other digital video platforms,are evolving.Agency AffiliationRespondent RoleC-Level Executive2%15%Media/Account Planner18%Media/Account Planner+Buyer15%Media/Account Supervisor6%Other 8%Media/Account Buyer15%VP/EVP2

3、2%Media/Account Director70%30%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 2023 2023 Pixability,Inc.All rights reserved.2Media Agency Investment in YouTube YOYDecr

4、ease InvestmentMaintainInvestmentIncrease Investment7%4%42%48%48%50%2023 vs.20222024 vs.2023Q.How has your YouTube strategy evolved in 2023,compared to 2022?Q.As you plan your YouTube strategy for 2024,how does it compare to this year?Most Agencies are Increasing or Maintaining Investment with Very

5、Few Decreasing YOY Even with some economic uncertainty in 2023 and going into 2024,roughly half of agencies saw increased spend on YouTube this year and will continue to see increased spend next year.Very few saw a decrease this year(7%)with even fewer predicting a decrease for 2024(4%).Agencies Con

6、tinue To Invest Heavily In YouTube 2023 Pixability,Inc.All rights reserved.3YouTube&Connected TV Media Agency Survey 2023CTV Investment Continues to Increase Rapidly with Linear Continuing to Drop and Facebook/Instagram Staying FlatThe shift in spend from Linear TV to CTV continues as 65%of agen

7、cies saw an increase in CTV spend with only 10%seeing an increase in traditional TV advertising.In addition,some of the public pushback against Meta may be reflected in the lack of increases in Facebook/Instagram investment.Investment in 2023 Compared to 2022 Increase Investment Same Investment Decr

8、ease Investment Not Sure CTV65%20%3%12%TikTok43%22%5%30%Facebook/Instagram24%47%8%21%Linear TV10%33%36%21%?Q.How is your marketing strategy evolving across the following platforms and categories?YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.4Brand Safety&a

9、mp;Performance Continue to Be Top Priorities for YouTube CampaignsYear after year in this survey weve found that Brand Safety and Performance are the top two priorities for agencies as they manage their clients YouTube campaigns.Were also seeing that Brand Suitability as a concept has gained tractio

10、n;whereas two years ago our survey showed a lack of understanding of the value of it,this year and last,agencies have placed much more value on the concept of keeping campaigns suitable in addition to safe.Its also interesting so see that while Contextual Targeting is important,Audience and Behavior

11、al Targeting both still rank higher,meaning that campaigns run with Contextual Targeting only may be missing out on some benefits of audience targeting.Most of these benefits will not go away with the cookiepocalypse.Importance of Each Objective When Executing YouTube Campaigns How much does each of

12、 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)Brand Safety(ensuring that my ads do not run against unsafe content)4.58Ad Performance(view rate,view-to-completion rates,click-through rates)4.55

13、Audience Targeting(reaching consumers based on audience/demographic data)4.54Measurement/Reporting(Extracting meaningful insight from campaigns)4.54Brand Suitability(ensuring that my ads do not run against content that is unsuitable)4.44Efficiency(ensuring our client is driving value for their inves

14、tment)4.41Awareness or Brand Lift(ad recall,brand favorability)4.39Reach/Scale(reaching enough consumers to meet my strategies requirements)4.36Behavioral Targeting(reaching consumers based on intent and preference data)4.3Business Outcomes(conversions,in-store visits,app downloads)4.26Contextual Ta

15、rgeting(reaching consumers based on what content theyre watching)4.17Pacing(being able to stay on a daily budget)4.16Ease of Campaign Management(saving time on all the moving parts of campaigns)4.06Ad Frequency(reaching and re-marketing to consumers an effective number of times)3.98Client Service(em

16、ail response times,strategic go-to partner,etc.)3.96Reporting API(delivering data and insights directly to your internal dashboards)3.92Consideration(Search Lift)3.9Driving Impact on TV Screens(reaching audiences in the living room)3.74Driving Impact on Mobile(reaching Audiences on mobile devices)3.

17、73YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.5Balancing Brand Suitability And Performance Is Key For AgenciesOverall this survey shows that most agencies try to strike a balance between brand suitability and performance when running YouTube campaigns.We

18、 do,however,see that bigger holding company agencies are more likely to stress suitability and the independent agencies more likely to stress performance.This is likely due to how critical suitability is for the larger brands many holding companies work with.Most Brand Advertisers Want To Balance Su

19、itability&PerformanceMy clients want to maximize brand suitability,and care less about performance My clients want to balance brand suitability and performanceMy clients care less about brand suitability,and focus mostly on performance 10%9%14%62%59%69%28%33%17%AllIndependent AgencyBig 6 AgencyQ

20、.Which of the following best describe your clients priorities when executing YouTube campaigns?YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.6Awareness8%12%68%55%42%36%31%41%This YearNext YearConsiderationActionALL(Full Funnel)YouTube is Increasingly Being

21、 Used to Achieve Full Funnel KPIs In the early years of YouTube,the platform was thought of an awareness play only.While it is still a critical tool for awareness,agencies are increasingly looking to use it as a full-funnel or action-driving platform.Percent of Agencies Who Use YouTube for Each of t

22、he Following Reasons in 2023 vs.Planned for 2024Q.In 2023,which part of the marketing funnel did you use YouTube to help achieve your goals?Q.In 2024,which part of the marketing funnel did you plan to use YouTube to help achieve your goals?YouTube&Connected TV Media Agency Survey 2023 2023 Pixab

23、ility,Inc.All rights reserved.7Brand Suitability Alignment:Agencies Indicate The Risk of Not Using The Right MeasuresPercentage of Campaign Impressions that Respondents Estimated Would be on Content that Didnt Specifically Align with the Brands Values if Brand Suitability Measures were not Used70%30

24、%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 percentage of the campaign impressions do you think would run on inventory that was NOT perfectly brand suitable for the advertiser?Googl

25、e has done a great job making YouTube more safe.But when it comes to suitability,agencies feel like without leveraging the right solutions,the average campaign can be 30%off-target and unsuitable.2023 Pixability,Inc.All rights reserved.8YouTube&Connected TV Media Agency Survey 2023Agencies Expec

26、t to See More Unified CTV,YouTube,and TV Buying TeamsAgencies Expect CTV,YouTube,and TV Teams Will Increasingly MergeWhich of the following best describes how your agencys teams are arranged currently,and which best describes how the teams will be arranged in the near future?9%33%16%46%14%36%20%39%C

27、TV Teams Stand AloneCTV+TV Together,YouTube SeparateCTV+YouTube Together,TV SeparateCTV+YouTube+TV All TogetherTodayIn the FutureYouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.9Working with 3rd Parties that are Google Certified and Part of the YouTube Measu

28、rement Program is More Important than EverThe YouTube Measurement Program(YTMP)is set up to ensure that 3rd parties are using acceptable practices in how they drive suitability and share insights with advertisers.In a time when advertising on YouTube has become increasingly complex,the majority of a

29、gencies believe their partners should have this certification.Percent of Agencies Who Believe 3rd Party YouTube Partners Should be Certified by the YouTube Measurement Program(YTMP)Extremely ImportantSomewhat ImportantNot very ImportantNot at all Important7%43%38%10%7%2%N/A,I dont work with a YouTub

30、e partner for brand suitabilityQ.How important is it to you that your YouTube partner for Brand Suitability be certified by Google,as an approved YTMP partner in Brand Suitability&Contextual Targeting?YouTube&Connected TV Media Agency Survey 202310 2023 Pixability,Inc.All rights reserved.Con

31、tent that is completely unsafe for any advertiserContent that is Made-for-KidsPolitical contentContent on a channel where the creator is controversialContent where the primary language is not the language of the target audienceContent that is not suitable for that advertiser specifically(for ex:QSR

32、brand running on diet content)GVP content(Content outside of YouTube on other apps/sites)Content that speaks positively about a competitive brandNews content70%69%76%86%66%45%35%36%71%Agencies Look to Avoid Multiple Different Types of Unsuitable Content on YouTubeIn addition to avoiding anything tha

33、t is completely unsafe,agencies want to avoid Made for Kids content,Political content,controversial creators,and a number of other types of content when targeting adults.Interestingly,only 35%of the respondents consider News content something they should potentially avoid while 71%want to avoid Poli

34、tical content specifically.Q.For a YouTube campaign targeting adults,which of the following types of YouTube inventory would a typical client want to avoid to minimize waste?(Select all that apply)Percent of Agency Respondents That Believe Their Clients Would Want to Avoid Each Type of Content on Yo

35、uTube When Targeting AdultsYouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.11YesNeutralNo45.9%40.4%13.8%67%27.7%5.4%As YouTube Becomes More Known as a CTV Platform,Agencies Are Leaning Slightly More into YouTube on TV Screens than YouTube TVYouTube TV is a s

36、ubscription-based service that has live TV and other programming from major networks while YouTube on TV is simply watching YouTube content on your TV screen.While both are popular,YouTube on TV has the No.1 reach on CTV,representing 52%of watch time according to Nielsen,while YouTube TV has a small

37、er,but engaged audience.Agencies feel they will lean more into YouTube on TV in 2024.Percent of Agency That Plan to Run Campaigns for Their Clients On YouTube TV vs.YouTube on TVon TV screens(YouTube CTV)Q.Do you plan on including YouTubeTV(subscription service)in your ad strategy?Q.Do you plan on i

38、ncluding YouTube on TV screens(YouTube CTV)in your ad strategy?YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.12Sustainability is Becoming an Important Consideration for Some Advertisers&AgenciesImportance of Sustainability to Agency Strategies16%10%23%

39、27%23%5-Very important4-Fairly important3-Somewhat important4-Fairly important3-Somewhat important2-A little important1-Not at all importantQ.How much of a priority is sustainability in your advertising strategy?(Rate 1-5,with 5 being very important and highly prioritized in your ad strategy)More an

40、d more brands are looking to support causes they care about through their ad spending.Roughly 39%of agency respondents indicated that Sustainability is cause that they feel their clients consider Very or Fairly Important to support through their ad spending.2023 Pixability,Inc.All rights reserved.13

41、YouTube&Connected TV Media Agency Survey 202325%3%14%30%28%DE&I Will Be an Even More Significant Part of Advertising Strategies In 2024While 39%of agency respondents indicated Sustainability would be a Very or Fairly Important priority for their advertising strategy,53%felt the same way abou

42、t DE&I.Were seeing many brands and agencies target a certain percentage of their ad spending to be used to support diverse communities.This is why Pixability launched our Inclusive Media Initiative,to help agencies and brand support self-identified diverse creators on YouTube.How Agencies View D

43、E&I As A Part Of Their Ad Strategy5-Very important4-Fairly important3-Somewhat important2-A little 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 prioritiz

44、ed in your ad strategy)YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.14Only Brand Suitability Leader Google-Certified for InsightsInsights-driven-suitability that is more cost-efficient,has deeper performance data and the best made for kids model.Only YouT

45、ube Platform with Performance/Bid OptimizationPixabilitys platform has handled more YouTube campaigns than any other company outside of Google and is the only 3rd party with tech-driven activation and optimization to maximize performance.Only 3rd Party Focused on Intersection of CTV&YouTubeOther YouTube 3rd parties are very focused on social platforms,while Pixability is the only 3rd party focused on driving suitability and performance on YouTube&CTV.YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.15