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 years 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%Media/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 InvestmentMaintainInvestmentIncrease 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 Decreasing 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 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 increase in CTV spend with only 10% seeing an increase in traditional TV advertising. In addition, some of the public pushback against Meta may be reflected in the lack of increases in Facebook/Instagram investment.Investment in 2023 Compared to 2022 Increase Investment Same Investment Decrease Investment Not Sure CTV65%20%3%12%TikTok43%22%5%30%Facebook / Instagram24%47%8%21%Linear TV10%33%36%21%?Q. How is your marketing strategy evolving across the following platforms and categories?YouTube & Connected TV Media Agency Survey 2023© 2023 Pixability, Inc. All rights reserved.4Brand Safety & Performance Continue to Be Top Priorities for YouTube CampaignsYear after year in this survey we’ve found that Brand Safety and Performance are the top two priorities for agencies as they manage their client’s YouTube campaigns. We’re also seeing that Brand Suitability as a concept has gained traction; whereas two years ago our survey showed a lack of understanding of the value of it, this year and last, agencies have placed much more value on the concept of keeping campaigns suitable...
