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,theplatformwasthoughtofanawarenessplayonly.Whileitisstillacriticaltoolforawareness,agenciesareincreasinglylkingtouseitasafull-funneloraction-drivingplatform.PercentofAgenciesWhoUseYouTubeforEachoftheFollowingReasonsin2023vs.Plannedfor2024Qln2023WhiChpartofthemarketigfunneldidyouuseYoUTUbetohe>achieveyrgoals?a.ln2024,whichpartoftf)emarketingfunneldWyouplantouseYTubetohelpachieveyourgoals?2C3Pijcility,InxAllr>tsnsed.7Percentage of Campaign Impressions thatRespondents Estimated Would be on Content that Didn't Specifically Align with the Brand's Values if Brand Suitability Measures were not UsedGoogle has done a great job makingYouTube 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.OJf an adver IiMr were Qo run a campaign on You Tube WITHOUT USing any brand sutsbiiry meoeurw (excUs>oB EUSiocB OC other e!hods),wa< percelae of ” CmnPa刖 impressions do you Srte woM run on nwrtory M NOT perfec<r brand or the atMrteePO 3023 Piuibliiiy. lnc.ll ridt( roserwd. HBrandSuitabilityAlignment:AgenciesIndicateTheRiskofNotUsingTheRightMeasuresYOUTube&ConnectedTVModQAgencySlrVay2023Agencies Expect CTV, YouTube, and TV Teams Will Increasingly Merge33%9%CTV + TV Together, YouTube SeparateCTV Teams Stand Ale36%Whkh of the following best describes hw your agency's teams are arranged currentf/. and which best describes how the teems .H be arranged in the near future?16%CTV + YouTube Together, TV SeparateCTV + YouTube +TVAII Together39%20%46%YouTube & Connected TV Media Agency Survey 2023© 2023 PaaMrty. inc. AB rights reserved. 9AgenciesExpecttoSeeMoreUnifiedCTV3YouTube5andTVBuyingTeamsTodayIntheFuturePercentofAgenciesWhoBelieve3rdPartyYouTubePartnersShouldbeCertifiedbytheYouTubeMeasurementProgram(YTMP)Q.HwimportantisaIoyouthatyurYoUTUbepartnerforBrandSuitabiitybeOertifedbyGoQasanapprovedTMPpartnerinBrandSuitabHity&ContextualTargeting?43%partner for brand suitabilityYouTube&ConnectedTVMedaAgencySurvey2023OYouTubeMeasurementProgramWorkingwith3rdPartiesthatareGoogleCertifiedandPartoftheYouTubeMeasurementProgramisMoreImportantthanEverTheYOIlTIlbeMeaSllrementPrOaram(YTMP)issetuptoensurethat3rdpartiesareusingacceptablepracticesinhowtheydrivesuitabilityandshareinsightswithadvertisers.InatimewhenadvertisingonYouTubehasbecomeincreasinglymplex,themajorityofagenciesbelievetheirpartnersshouldhavethiscertification.Percent of Agency Respondents That Believe Their Clients Would Want to Avoid Each Type of Content on YouTube When Targeting AdultsQ-Fora YouTube campaign targeting adults,硒Ch of the fo!ovdng types of YoUTUbe inventory WoUid a typical client want Io avoidAgenciesLooktoAvoidMultipleDifferentTypesofUnsuitableContentonYouTubeInadditiontoavoidinganythingthatiscompletelyunsafe,agencieswanttoavoidMadeforKidsntent,Politicalcontent,controversialcreators,andanumberofothertypesofcontentwhentargetingadults.Interestingly,only35%oftherespondentsnsiderNewscontentsomethingtheyshouldpotentiallyavoidwhile71%wanttoavoidPoliticalcontentspecifically.AsYouTubeBecomesMoreKnownasaCTVPlatform5AgenciesAreLeaningSlightlyMoreintoYouTubeonTVScreensthanYouTubeTVYouTubeTVisasubscription-basedservicethathasliveTVandotherprogrammingfrommajornetworkswhileYouTubeonTVissimplywatchingYouTubecontentonyourTVscreen.Whilebotharepopular,YouTubeonTVhastheNo.1reachonCTV1representing52%ofwatchtimeaccordingtoNieIsenjWhiIeYouTubeTVhasasmaller1butengagedaudience.AgenciesfeeltheywillleanmoreintoYouTubeonTVin2024.YouTube&ConnectedTVMediaAgencySurvey2023PercentofAgencyThatPlantoRunCampaignsforTheirClientsOnYouTubeTVvs.YouTubeonTVO.DoyouplanoninligYouTubeTV(subscriptionservfce)inyouradstrategy?a.DoyouplanoniaudinaYOUTUbeonTVsereens(YouTubeCTV)youradsraieg?MNeutraINOSustainabilityisBecominganImportantConsiderationforSomeAdvertisers&AgenciesMoreandmorebrandsarelookingtosupportcausestheycareaboutthroughtheiradspending.Roughly39%ofagencyrespondentsindicatedthatSustainabilityiscausethattheyfeeltheirclientsnsiderVeryorFairlyImportanttosupportthroughtheiradspending.ImportanceofSustainabilitytoAgencyStrategies0.HwmuchoiaPdOrityissu5tainabyinyouratfe<tngStralegy?(Raiei-5,wth5bwgveryimportantandhighyPriOdtiZedinyouradstrateg)5-Veryimportant2-Alittleimportant4-Faitlyimportant1-Notatallimportant3-SomewhatimportantHow Agencies View DE&I As A Part Of Their Ad StrategyQ. How much of a pnority is diversity, equity, and inclusion in your advertising strategy? (Rate 1 -5, with 5 being very important and highly prioritized in your ad strategy)30% 5 Very important.4 - Fairly important2 - A little important1 - Not at all importantDE&IWillBeanEvenMoreSignificantPartofAdvertisingStrategiesIn2024While39%ofagencyrespondentsindicatedSustainabilitywouldbeaVeryorFairlyImportantpriorityfortheiradvertisingstrategy,53%feltthesamewayaboutDE&LWe'reseeingmanybrandsandagenciestargetacertainpercentageoftheiradspendingtobeusedtosupportdiversecommunities.ThisiswhyPixabilitylaunchedourInClUSiVeMediaInitiative,tohelpagenciesandbrandsupportselfidentifieddiversecreatorsonYouTube.3-SomewhatimportantYCUTdbe&ConnectedTVMediaAgencySurvey2023©2023Rxabfity.i11c.AUrightsreserved.14