2025年英国YouTube和互联电视媒体机构调查

A PIXABILITY REPORT INTRODUCTION In November 2024, Pixability surveyed 82 UK-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 (59%) say they saw an increasedinvestment in YouTube from their clients in 2024. Going into2025 we will continue the trend of many agencies (54%)planning to increase spend on YouTube, and about a third(32%) staying steady. Very few saw a decrease in 2024 (5%)with even fewer predicting a decrease for 2025 (2%). 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 69%of agencies saw an increase in CTV spend and 59% saw anincrease in YouTube spend in 2024 with only 12% seeing anincrease in traditional TV advertising. In addition, some ofthe public pushback against Meta may be reflected in thesomewhat flat spend on Facebook/Instagram. “TV advertising still drives results inthe UK, but it's now about findingincremental eyeballs on other qualitystreaming content in a cost efficientway. YouTube can be one of thesolutions for this if we isolate TV-quality content on the platform thatreaches a brand’s key audiences.” Nicola WestwoodHead of AV PlanningLondon, UK 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 is now a leader in so manyareas that it can be used for manydifferent types of campaigns. Is it adigital platform, is it a social platform,or is it an AV platform? It can really beany of these things. No matter whattype of campaign a brand needs, thekey is always to align great creativeto great content, to best drive theirspecific desired outcomes.” Joseph LeeActivation PartnerLondon, UK Safety and suitability aretop priorities, followed byperformance measures 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) Brand Safety (ensuring that my ads do not run against unsafe content)4.77Brand Suitability (ensuring that my ads do not run against content that isunsuitable for my brand)4.72Awareness or Brand Lift (ad recall, brand favourability)4.58Measurement/Reporting (Extracting meaningful insight from campaigns)4.58Ad Performance (view rate, view-to-completion rates, click-through rates)4.55Audience Targeting (reaching consumers based on audience/demographicdata)4.54Reach/Scale (reaching enough consumers to meet my strategy requirements)4.43Efficiency (ensuring our client is driving value for their investment)4.42Behavioural Targeting (reaching consumers based on intent and preferencedata)4.29Contextual Targeting (reaching consumers based on what content they’rewatching)4.28Pacing (being able to stay on a daily budget)4.08Consideration (Search Lift)3.98Ad Frequency (reaching and re-marketing to consumers an effective numberof times in a campaign)3.97Business Outcomes (conversions, in-store visits, app downloads)3.94Ease of Campaign Management (saving time and can manage all the movingparts of video campaigns)3.94Driving Impact on TV Screens (reaching audiences in the living room)3.94 UK media agencies see brand safety and suitabilityas two of the most crucial objectives of a YouTubecampaign. They are also very focused on brand liftand other performance KPIs, and on how they caneffectively measure and report on YouTube campaigns. 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? As outlined on the previous page, agencies wanttheir clients’ campaigns to be safe and suitable butto also perform against certain KPIs. We see thisdesire for balance resulting in some agencies movingaway from 3rd parties that are narrowly focused onsuitability and don’t also emphasize the importanceof driving brand lift, reach, efficiency and otherperformance measures. 11%maximisebrandsuitability 15%maximiseperformance Agencie