2023年媒体代理调查报告.docx

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1、YOUTUBE&GONNEGTEDTVMediaAgencySurvey2023aPixabilityreportNTODUCTONRespondentRoleInOctober2023,Pixabilitysurveyed116U.S.-basedmediaagencyprofessionalsthatworkdirectlyonYouTubeand/orConnectedTVcampaignsforbrandadvertisers.Thissurveybuildsoninsightsfromoursurveysfrompreviousyearstounderstandhow30%Big6A

2、gencystrategiesandperceptionsaroundYouTube,ConnectedTV,andotherdigitalvideoplatforms,areevolving.70%IndependentAgency2%C-LevelExecutive6%OtherAgencyAffiliationQ.HoWwouldyoubestdescribeyouragency22%18%15%8%Media/AccountMediaZAccountVP/EVPMediaZAccountMedia/AccountMediaAcutDirectorPlanner+BuyerSupervi

3、sorPlannerBuyerYouTube&ConnectedTVMediaAgencySUrVey20232023Pixabhty.Inc.AHrightsresaved.2AgenciesContinueToInvestHeavilyInYouTubeMostAgenciesareIncreasingorMaintainingInvestmentwithVeryFewDecreasingYOYEvenwithsomeeconomicuncertaintyin2023andgoinginto2024,roughlyhalfofagenciessawincreasedspendonYouTu

4、bethisyearandwillcontinuetoseeincreasedspendnextyear.Veryfewsawadecreasethisyear(7%)withevenfewerpredictingadecreasefor2024(4%).MediaAgencyInvestmentinYouTubeYOYQHowhasyourYouTubestrategyevolvedIn2023,comparedIo2022?QAsyouplanyourYouTubeSirategytor2024,howdoesitcomparetothisyear?O2023Pixability,Inc.

5、Allrightsrwrvrd.3CTVInvestmentContinuestoIncreaseRapidlywithLinearContinuingtoDropandFacebook/InstagramStayingFlatTheshiftinspendfromLinearTVtoCTVntinuesas65%ofagenciessawanincreaseinCTVspendwithonly10%seeinganincreaseintraditionalTVadvertising.Inaddition,someofthepublicpushbackagainstMetamayberefle

6、ctedinthelackofincreasesinFacebook/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.HOWiSyourmarketingSSraiegyevdvrigacrossthefolbwngplatformsandca

7、tegories?YoUTube&ConnectedTVMediaAgencySurvey2023BrandSafety&PerformanceContinuetoBeTopPrioritiesforYouTubeCampaignsYearafteryearinthissurveywe,vefoundthatBrandSafetyandPerformancearethetoptwoprioritiesforagenciesastheymanagetheirclientsYouTubecampaigns.We,realsoseeingthatBrandSuitabilityasancepthas

8、gainedtraction;whereastwoyearsagooursurveyshowedalackofunderstandingofthevalueofit,thisyearandlast,agencieshaveplacedmuchmorevalueonthenceptofkeepingcampaignssuitableinadditiontosafe.IfsalsointerestingsoseethatwhileContextualTargetingisimportant,AudienceandBehavioralTargetingbothstillrankhigher,mean

9、ingthatcampaignsrunwithContextualTargetingonlymaybemissingoutonsomebenefitsofaudiencetargeting.Mostofthesebenefitswillnotgoawaywiththeokiepocalypse.,YouTie&ConnectedTV三MediaAgencySurvey2023ImportanceofEachObjectiveWhenExecutingYouTubeCampaignsHowmuchdoeseachotheseobjectivesmattertoyouandyouragencywh

10、enexecutingYouTubecampaigns?(tanked1-5.Wrth1begnotatallimportant,and5beingveryimportant)BrandSafety(ensuringthatmyadsdonotragainstunsafentent)458AdPerformance(VleWrate,view-tooompetiorales,didk4hroughrates)455AudienceTargeting(reachingnsumersbasedonaudiencedemographicdata)4.54MeasuremenVReporting(Ex

11、tractingmeaningfulinsightfromcampaigns)4.54BrandSuitability(ensuringthatmyadsdoorunagamstcontentthatisunsuitable)4.44Efficiency(ensuringourcfentisdrivingvalueforthrinvestment)4.41AwarenessorBrandLift(adrecal.brandfavorably)439ReaCh/Scale(reachingenoughconsumerstomeetmystrategiesrequirements)4.36Beha

12、vioralTargeting(reachingconsumersbasedonintentandpreferencedata)4.3BusinessOutcomes(versos,CSjorevisits,appdwnfoacfc)426ContextualTargeting(reachingconsumersbasedOnwatcontentthey,rewatching)4.17Pacing(beingabtetostayOnadailybudget)4.16EaseOfCampaignManagement(SaVingWneonatthemovngPartSofCamPagnS)4.0

13、6AdFrequency(reachingandrenarkeigtoconsumersanefectwenumberOttimes)398ClientService(emailresponsetimes,strategicgotopartner,ete.)396ReportingAPI(defcvehngdataandinsightsdirectlytoyourinteachieveyrgoals?a.ln2024,whichpartoftf)emarketingfunneldWyouplantouseYTubetohelpachieveyourgoals?2C3Pijcility,InxA

14、llrtsnsed.7Percentage of Campaign Impressions thatRespondents Estimated Would be on Content that Didnt Specifically Align with the Brands 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

15、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 (excUsoB EUSiocB OC other e!hods),wa percelae of ” CmnPa刖 impressions do you Srte woM run on nwrtory M NOT perfecr b

16、rand 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 Al

17、e36%Whkh of the following best describes hw your agencys 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. in

18、c. AB rights reserved. 9AgenciesExpecttoSeeMoreUnifiedCTV3YouTube5andTVBuyingTeamsTodayIntheFuturePercentofAgenciesWhoBelieve3rdPartyYouTubePartnersShouldbeCertifiedbytheYouTubeMeasurementProgram(YTMP)Q.HwimportantisaIoyouthatyurYoUTUbepartnerforBrandSuitabiitybeOertifedbyGoQasanapprovedTMPpartnerin

19、BrandSuitabHity&ContextualTargeting?43%partner for brand suitabilityYouTube&ConnectedTVMedaAgencySurvey2023OYouTubeMeasurementProgramWorkingwith3rdPartiesthatareGoogleCertifiedandPartoftheYouTubeMeasurementProgramisMoreImportantthanEverTheYOIlTIlbeMeaSllrementPrOaram(YTMP)issetuptoensurethat3rdparti

20、esareusingacceptablepracticesinhowtheydrivesuitabilityandshareinsightswithadvertisers.InatimewhenadvertisingonYouTubehasbecomeincreasinglymplex,themajorityofagenciesbelievetheirpartnersshouldhavethiscertification.Percent of Agency Respondents That Believe Their Clients Would Want to Avoid Each Type

21、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,agencieswantt

22、oavoidMadeforKidsntent,Politicalcontent,controversialcreators,andanumberofothertypesofcontentwhentargetingadults.Interestingly,only35%oftherespondentsnsiderNewscontentsomethingtheyshouldpotentiallyavoidwhile71%wanttoavoidPoliticalcontentspecifically.AsYouTubeBecomesMoreKnownasaCTVPlatform5AgenciesAr

23、eLeaningSlightlyMoreintoYouTubeonTVScreensthanYouTubeTVYouTubeTVisasubscription-basedservicethathasliveTVandotherprogrammingfrommajornetworkswhileYouTubeonTVissimplywatchingYouTubecontentonyourTVscreen.Whilebotharepopular,YouTubeonTVhastheNo.1reachonCTV1representing52%ofwatchtimeaccordingtoNieIsenjW

24、hiIeYouTubeTVhasasmaller1butengagedaudience.AgenciesfeeltheywillleanmoreintoYouTubeonTVin2024.YouTube&ConnectedTVMediaAgencySurvey2023PercentofAgencyThatPlantoRunCampaignsforTheirClientsOnYouTubeTVvs.YouTubeonTVO.DoyouplanoninligYouTubeTV(subscriptionservfce)inyouradstrategy?a.DoyouplanoniaudinaYOUT

25、UbeonTVsereens(YouTubeCTV)youradsraieg?MNeutraINOSustainabilityisBecominganImportantConsiderationforSomeAdvertisers&AgenciesMoreandmorebrandsarelookingtosupportcausestheycareaboutthroughtheiradspending.Roughly39%ofagencyrespondentsindicatedthatSustainabilityiscausethattheyfeeltheirclientsnsiderVeryo

26、rFairlyImportanttosupportthroughtheiradspending.ImportanceofSustainabilitytoAgencyStrategies0.HwmuchoiaPdOrityissu5tainabyinyouratfetngStralegy?(Raiei-5,wth5bwgveryimportantandhighyPriOdtiZedinyouradstrateg)5-Veryimportant2-Alittleimportant4-Faitlyimportant1-Notatallimportant3-SomewhatimportantHow A

27、gencies 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

28、importantDE&IWillBeanEvenMoreSignificantPartofAdvertisingStrategiesIn2024While39%ofagencyrespondentsindicatedSustainabilitywouldbeaVeryorFairlyImportantpriorityfortheiradvertisingstrategy,53%feltthesamewayaboutDE&LWereseeingmanybrandsandagenciestargetacertainpercentageoftheiradspendingtobeusedtosupportdiversecommunities.ThisiswhyPixabilitylaunchedourInClUSiVeMediaInitiative,tohelpagenciesandbrandsupportselfidentifieddiversecreatorsonYouTube.3-SomewhatimportantYCUTdbe&ConnectedTVMediaAgencySurvey20232023Rxabfity.i11c.AUrightsreserved.14