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(defcvehngdataandinsightsdirectlytoyourintenddashboards)392Consideration(SearchLift)33DrivingImpactonTVScreens(reachingaudiencesiIheIMngroom)3.74DrivingImpa

14、ctonMobile(reachingAUdienceSonmobiledevices)3.73O2023PaaMity,inc.ARrightsreserved.5BalancingBrandSuitabilityAndPerformanIsKeyForAgenciesOverallthissurveyshowsthatmostagenciestrytostrikeabalancebetweenbrandsuitabilityandperformancewhenrunningYouTubecampaigns.Wedo,however,seethatbiggerholdingcompanyag

15、enciesaremorelikelytostresssuitabilityandtheindependentagenciesmorelikelytostressperformance.Thisislikelyduetohowcriticalsuitabilityisforthelargerbrandsmanyholdingcompaniesworkwith.MostBrandAdvertisersWantToBalanceSuitability&PerformanceQ.Whichofthefoto11gbestdescribeyourcfentspnribshenexecubngYTubcampagns?IndependentAgencyB6AgencyAlrightsrosenYouTubeisIncreasinglyBeingUsedtoAchieveFullFunnelKPIsIntheearlyyearsofYouTube,theplatformw