1、YOUTUBE&CONNECTED TV MEDIA AGENCY SURVEY 2022A PIXABILITY REPORTTABLE OF CONTENTS3451318IntroductionKey TakeawaysYouTube Strategies&Spending Going into 2023The Continued Growth of Connected TVUnderstanding Agency Focus on Key TopicsReport FindingsYouTube&Connected TV Media Agency Survey 2022 2022 Pi

2、xability,Inc.All rights reserved.2INTRODUCTIONIn October 2022,Pixability surveyed 196 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 previous years survey to understand how strategies and

3、 perceptions around YouTube,Connected TV,and other digital video platforms are evolving,especially as consumer viewing habits continue to shift.Agency AffiliationRespondent RoleC-Level Executive3%7%Media/Account Buyer20%Media/Account Planner13%Media/Account Supervisor7%Other 15%VP/EVP36%Media/Accoun

4、t Director66%34%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 2022 2022 Pixability,Inc.All rights reserved.3KEY TAKEAWAYSDE&I will continue to be an extremely important

5、 component of advertising strategy,especially for big agencies supporting big brands.Agencies are predicting that ad budgets will hold fairly steady in 2023 with slight cutbacks,but YouTube and CTV spending will increase.Advertisers are looking for a balance of brand suitability and performance but

6、bigger holding company agencies are more focused on safety and suitability than are the smaller independent agencies who are slightly more driven by ad performance.YouTube is increasingly being seen as a CTV platform and agencies are continuing to decide the best alignment of teams to adjust to this