Pixability：媒体机构2023年调查可比性报告（英文版）（15页）.pdf

1、A PIXABILITY REPORTYOUTUBE&CONNECTED TV Media Agency Survey 2023INTRODUCTIONIn October 2023,Pixability surveyed 116 U.S.-based media agency professionals that work directly on YouTube and/or Connected TV campaigns for brand advertisers.This survey builds on insights from our surveys from previous ye

2、ars to understand how strategies and perceptions around YouTube,Connected TV,and other digital video platforms,are evolving.Agency AffiliationRespondent RoleC-Level Executive2%15%Media/Account Planner18%Media/Account Planner+Buyer15%Media/Account Supervisor6%Other 8%Media/Account Buyer15%VP/EVP22%Me

3、dia/Account Director70%30%Independent AgencyBig 6 AgencyQ.How would you best describe your agency?Q.Which of the following best describes your role at your agency?YouTube&Connected TV Media Agency Survey 2023 2023 Pixability,Inc.All rights reserved.2Media Agency Investment in YouTube YOYDecrease Inv

4、estmentMaintainInvestmentIncrease Investment7%4%42%48%48%50%2023 vs.20222024 vs.2023Q.How has your YouTube strategy evolved in 2023,compared to 2022?Q.As you plan your YouTube strategy for 2024,how does it compare to this year?Most Agencies are Increasing or Maintaining Investment with Very Few Decr

5、easing YOY Even with some economic uncertainty in 2023 and going into 2024,roughly half of agencies saw increased spend on YouTube this year and will continue to see increased spend next year.Very few saw a decrease this year(7%)with even fewer predicting a decrease for 2024(4%).Agencies Continue To

6、 Invest Heavily In YouTube 2023 Pixability,Inc.All rights reserved.3YouTube&Connected TV Media Agency Survey 2023CTV Investment Continues to Increase Rapidly with Linear Continuing to Drop and Facebook/Instagram Staying FlatThe shift in spend from Linear TV to CTV continues as 65%of agencies saw an