2025年美国youtube和互联电视媒体机构调查

A PIXABILITY REPORT INTRODUCTION In November 2024, Pixability surveyed 124 US-basedmedia agency professionals that work directly onYouTube and/or Connected TV (CTV) campaigns forbrand advertisers. This report details top-level resultsof the survey to show how YouTube and CTV advertisingstrategies evolved in 2024, and how agencies see themevolving further in 2025. Q. How would you best describe your agency? Most agencies are increasing or maintaining investment withvery few decreasing YoY Agencies continue toinvest heavily in YouTube Over half of agencies (56%) say they saw an increasedinvestment in YouTube from their clients in 2024. Going into2025 we will continue to see many agencies increasing (44%),but many (42%) believe YouTube budgets may be flat afterthe big bump in 2024. Very few saw a decrease in 2024 (9%)with even fewer predicting a decrease for 2025 (3%). Media agency investment in YouTube YoY Q. How has your YouTube strategy evolved in 2024, compared to 2023?Q. As you plan your YouTube strategy for 2025, how does it compare to this year? CTV & YouTube saw increases,Meta somewhat flat, Linearcontinued to see decreases The shift in spend from Linear TV to CTV continues as 58%of agencies saw an increase in CTV spend and 56% saw anincrease in YouTube spend in 2024 with only 13% seeing anincrease in traditional TV advertising. In addition, some ofthe public pushback against Meta may be reflected in thesomewhat flat spend on Facebook/Instagram. Agency teams are set up in many different ways, but many planto move towards more unified teams across CTV, YouTube, & TV Agencies expect CTV, YouTube, and TV teams will increasingly merge Which of the following best describes how your agency’s teams are arranged currently, and which best describes howthe teams will be arranged in the near future? “YouTube continues to be an incrediblyimportant piece of the puzzle forthe brands we work with. With thecomplexity of YouTube campaignsonly increasing, it's critical that weensure that we maximize outcomesfor advertisers, while also running thecampaign on content that aligns withthe brand's values.” Jordan PenninoVP, Digital & Programmatic Agencies are increasinglyemphasizing performance,efficiency, & outcomes onYouTube Importance of each objective when executing YouTubecampaigns How much does each of these objectives matter to you and your agency when executingYouTube campaigns? (ranked 1-5, with 1 being not at all important, and 5 being very important) Ad Performance (view rate, view-to-completion rates, click-through rates)4.65Measurement/Reporting (Extracting meaningful insight from campaigns)4.61Efficiency (ensuring our client is driving value for their investment)4.57Audience Targeting (reaching consumers based on audience/demographicdata)4.55Business Outcomes (conversions, in-store visits, app downloads)4.48Brand Safety (ensuring that my ads do not run against unsafe content)4.47Brand Suitability (ensuring that my ads do not run against content that isunsuitable for my brand)4.45Awareness or Brand Lift (ad recall, brand favorability)4.36Reach/Scale (reaching enough consumers to meet my strategy requirements)4.35Behavioral Targeting (reaching consumers based on intent and preferencedata)4.33Pacing (being able to stay on a daily budget)4.29Contextual Targeting (reaching consumers based on what content they’rewatching)4.18Ease of Campaign Management (saving time and can manage all the movingparts of video campaigns)4.16Consideration (Search Lift)4.04Ad Frequency (reaching and re-marketing to consumers an effective numberof times in a campaign)3.98Driving Impact on TV Screens (reaching audiences in the living room)3.66 For the past two years of this survey, Brand Safetyand Ad Performance have been the top two prioritiesfor agencies when running on YouTube. We see ashift this year where a slew of performance-relatedtopics have climbed up the list. Ad Performance,Measurement, Efficiency, Audience Targeting andOutcomes are all seeing a slight rise in emphasis incomparison to Safety and Suitability. Agencies stillsee Safety and Suitability as extremely important, butmany 3rd parties have focused on just those pieces,without making sure campaigns are also deliveringbusiness outcomes. Balancing brand suitability& performance continuesto be key for agencies Most brand advertisers want to balance suitability andperformance Q. Which of the following best describe your clients’ priorities when executing YouTube campaigns? Overall, agencies know that almost every client oftheirs wants their campaigns to both perform andrun on brand safe/suitable content. We’ve seen thisdesire for balance every year in the survey, but as wesaw on the previous page, agencies are tiring of 3rdparties that focus only on suitability without makingsure the performance KPIs are all satisfied. 25%maximizeperformance Brand suitability alignment:agencies indicate the risk ofnot using the right measures Google has done a great