2022年YouTube和联网电视代理商调查

APIXABILITYREPORT YOUTUBE&CONNECTEDTY MEDIAAGENCYSURVEY2022 TABLEOFCONTENTS IntroductionKeyTakeaways YouTubeStrategies &SpendingGoing 2 TheContinuedGrowthUnderstandingAgency ReportFindings into2023ofConnectedTVFocusonKeyTopics ?2022Piability,Inc.Allrightsreserved.2 INTRODUCTION InOctober2022,Pixabilitysurveyed196U.S.-based AgencyAffiliation a.Howouldyoubastcrbeyouragency: mediaagencyprofessionalsthatworkdirectlyon YouTubeand/orConnectedTVcampaignsforbrand advertisers.Thissurveybuildsoninsightsfromour andperceptionsaroundYouTube,ConnectedTV,and otherdigitalvideoplatformsareevolving,especially66% asconsumerviewinghabitscontinuetoshiftIndependent Agency RespondentRoleQWhichctthetngbestdesc 34% Big6Agency 36% 20% 15% 13% 7% 3% 7% Media/Account Directer Media/Account Planner VP/EVP Media/AccountSuperviser Media/AccountBuyer C-LevelExecutive Other AgecySunvey2022@2022Pisability,Inc.Allrightsresenved. KEYTAKEAWAYS YouTubeisincreasinglybeingseenasaCTVplatformandagenciesarecontinuingtodecidethebestalignmentofteams toadjusttothisreality Agenciesarepredictingthatadbudgetswillhold fairlysteadyin2023withslightcutbacks,but YouTubeandCTVspendingWithNetflixnowinthemixofad-supportedCTV. willincrease.agenciespredictmostofthedollarswill moveoverfromotherCTVplatformsvs.comingfromexistingTVbudgetsorYouTube Advertisersarelookingforabalance 2ofbrandsuitabilityandperformance butbiggerholdingcompanyagenciesaremore focusedonsafetyandsuitabilitythanaretheDE&lwillcontinuetobean smallerindependentagencieswhoareslightlyextremelyimportantcomponent moredrivenbyadperformance ofadvertisingstrategy,especiallyforbig agenciessupportingbigbrands. SECTION01 YOUTUBESTRATEGIES&SPENDING G0INGINT02023 ?2022Piabiity,Inc.Allrightsserved. YOUTUBESTRATEGIES&SPENDINGGOINGINTO2023 Mostbrandadvertisersmaintainspenddespite BrandAdvertisersPlan economicuncertainty ToMaintainOverall AdvertisingSpendDespite spend5% 7% +AM IndependentAgency Big0Agency EconomicHeadwinds0% Whenweaskedagencieshowtheirbrandclientswere adaptingtochangingeconomicconditions,specifically Maintaining spend 75% whetherornottheywerechangingspenddueto65% expectationsofrecession,71%ofrespondentssaid85% theirclientsaremaintainingadspendinthefaceof economicheadwinds Cuttingback somewhat 19% 24% 8% Significantly4% cuttingbacl 3% 8% Survey2022 Y0OUTUBESTRATEGIES&SPENDINGG0INGINT02023 HowAgenciesInvest,OrPlanToInvest,OnYouTube MediaAgenciesContinue ComparedToPreviousYear ToInvestMoreHeavilyInto2021Investment77% YouTube 春2022(nvestment Planned2023Investment In2021therewasahugeincreaseinYouTubespendaftersomeofthepauseswesawin2020.Whilethe 55% percentageincreasesin2022and2023willnotbeas 47% 48% drastic,theincreasescontinueatastrongpace.The plannedincreasefor2023isparticularlypromising giventhesignsofeconomicinstability. 42% 21% 4%3% 1% QO 02022Psoblitr.In YOUTUBESTRATEGIES&SPENDINGG0INGINTO2023 MostBrandAdvertisersWantToBalance BalancingBrandSuitability Suitability&Performance Q.Wbich-ofthetoilowinsbestdescribeyourclients'prioritieswheinexecutingYouTubeca.mpnisgne? AndPerformanceIsKeyFor Myclientscarelessaboutbrandsuitability, 29% BrandAdvertisersandfocusmostlyon perfonmance36% Veryfewadvertiserscareonlyaboutmaximizingbrand14% safetyandsuitabilitywithouthavingsomeperformance success.OverallmostadvertiserswantabalanceofMyclientswantto balancebrandsuitability69% suitabilityandperformance,buttherearesomethatareandperformance stillfocusedmainlyonperformance. 64% 82% Myclientswantto moximizebrand I2% suitability,andcareleos aboutperformancs1% 5% IndependantAgency edieAgencySurvey2022?2022Piobility,Inc.Allright YOUTUBESTRATEGIES&SPENDINGGOINGINTO2023 Howmuchdoeseachoftheseobjectivesmattertoyouand Big6AgenciesPrioritize youragencywhenexecutingYouTubecampaigns? (ranked1-5.with1beingnotatallimportant,and5beingveryimportant) BrandSafetyonYouTubeWhileIndependentAgenciesPrioritizeMeasurement &Performance Whileweshowedthatadvertisersingeneralwantabalanceofsafetyandperformance,thesepriorities areseenslightlydifferentlybybigagenciesvssmaller agencies.Big6agencieswithbigbrandclientsheavilyprioritizesatetyonYouTubewhileIndependent Areng-RankingofEachObjnetieOnaScaledff-5ByEachTypeofAgemey BrandSafety 4.B4 Measurerment/Reportirg 4.70 AdPerformanee 4.70 AudienceTangetine 4.64 Efficlency 4.70 AdPerformance 4.58 Measurement/Rep-orting 4.68 BehavioralTargetine 4.57 AudienceTangeting 4.68 BrandSafety 4.55 BrandSuitability 4.68 Efficiency 4.54 ContextualTargeting 4.55 BrandSuitability 4.49 AwarenessorBrandLift4.50Reach/Scale4.38 Reach/Scale4.41ContextualTargeting4.37 BehavioralTargeting4.39BusinessOutcomes4.30 BusinessOutcomes4.34Pacing4.28 agencieswithgenerallysmallerclientsprioritize reportingandperformance Pacing4.32AwarenessorBrandLift4.27 EateofCampaign 4.30 EaseofCampaign 4.03 ManagementManagement Consideration4.23AdFrequency4.03 AdFrequeney4.11DrivirgInmpactonMobile3.90 DrivingImpactonMobile4.00Consideration3.86 DrivingImpactonTVSereens 3.86 DrivingImpaetonTVScreens 3.82 P@2022Pinbility.Ine.Alrightsrepen