《Pixability:2021年YouTube和联网电视代理商调查报告(英文版)(23页).pdf》由会员分享,可在线阅读,更多相关《Pixability:2021年YouTube和联网电视代理商调查报告(英文版)(23页).pdf(23页珍藏版)》请在三个皮匠报告上搜索。
1、2021YOUTUBE&CONNECTED TV MEDIA AGENCY SURVEYA PIXABILITY REPORTYouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.1TABLE OF CONTENTSIntroductionMethodologyRespondent ProfileResults Summary01 YouTube Advertising Shifts&Agency Strategies02 YouTube Brand Safety&Suitab
2、ility Strategies03 Connected TV Advertising Strategies112341117YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.1INTRODUCTIONMethodologyIn February 2021,Pixabilitys insights team conducted an online survey of U.S.-based media agencies that are involved in executi
3、ng YouTube and Connected TV campaigns for clients.The goal of the survey was to understand industry pains around YouTube and CTV advertising and how agencies are shifting strategies to adjust to the changes in media consumption that accelerated in 2020.Below are details on the survey base and field
4、dates:U.S.Media Agencies Running YouTube/Connected TV Campaigns for ClientsField Dates for Data Collection177FEBRUARY 2021 2021 Pixability,Inc.All rights reserved.2INTRODUCTIONRespondent Profile12%C-Level/VP/EVPJob Title17%44%11%16%Planner/AnalystDirector/Assoc.DirectorBuyerManager/SupervisorThe sur
5、vey was able to achieve a balanced number of respondents from smaller independent agencies vs.large Big 6 agencies to see how strategies differ between the two types.51%Independent AgencyBig 6 vs.Indie Agencies49%Big 6 AgencyLarge Agency(1,000+Employees)Midsize Agency(100-999 Employees)Small Agency(
6、1-99 Employees)36%43%21%Company SizeYouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.3INTRODUCTIONResults Summary Agencies are anticipating that in 2021 YouTube(including YouTube for TV screens)will be the No.1 beneficiary of ad dollars shifting away from traditi
7、onal TV,followed by some Connected TV(CTV)players.Both YouTube specifically and the whole category of CTV will see big increases in spending in 2021,with 77%of agencies predicting an increase in client spend on YouTube,and 86%predicting an increase in overall CTV ad spend.To manage YouTube campaigns
8、 for clients,agencies are using a combination of approaches,with 66%of agencies working with 3rd party managed services companies on execution,brand suitability,and brand safety measurement.Agencies recognize the importance of brand suitability and audience targeting on YouTube,and see the potential
9、 that anywhere from 37%to 51%of their campaign impressions can be off-target in terms of audience or context if they dont use the right tactics.There will be a big shift in how agencies are set up in coming years to accommodate the massive CTV trend.Today,37%of agencies have one consolidated team to
10、 manage CTV,YouTube,and TV campaigns in a unified way,but this will flip in the near future to 67%of agencies having this type of consolidated video team.NOTE:For many of these results,we saw some interesting differences between how larger Big 6 agencies and smaller indie agencies are approaching Yo
11、uTube and CTV.Some of that data will be captured in this report,but for a deeper look at breakouts of the data,please email .YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.4YOUTUBE ADVERTISING SHIFTS&AGENCY STRATEGIESSECTION 01YouTube&Connected TV Media Agency
12、Survey 2021 2021 Pixability,Inc.All rights reserved.5YOUTUBE ADVERTISING SHIFTS&AGENCY STRATEGIESThe Big Shift:Agencies Overwhelmingly See TV Dollars Moving To YouTube When asked about which digital advertising channels would see the biggest benefit of dollars shifting away from TV advertising,agenc
13、ies saw YouTube as the major beneficiary.Agencies also anticipate that Hulu and Roku will be big beneficiaries of TV dollars shifting to digital.These results arent surprising since YouTube is the No.1 ad platform in terms of Connected TV viewership and Hulu is No.2 according to Comscores OTT Intell
14、igence Platform,so both are obvious choices for supplementing TV reach.YouTube (including YouTubeon TV Screens)82%Hulu39%Roku31%TikTok31%Facebook30%Instagram28%Programmatic display advertising26%Search Advertising17%Amazon Fire TV16%Q.Thinking about how advertisers are shifting ad dollars away from
15、traditional TV advertising to digital channels,which 3 channels or platforms do you think will see the majority of the benefit in 2021?(Select 3)Percent Of Agencies Indicating That Each Digital Channel Will Be A Major Beneficiary Of Ad Dollars Shifting Away From Traditional TVYouTube&Connected TV Me
16、dia Agency Survey 2021 2021 Pixability,Inc.All rights reserved.6YOUTUBE ADVERTISING SHIFTS&AGENCY STRATEGIESYouTube Spending In 2021:77%Of Agencies Are Predicting An Increase 77%of agencies predict that their clients spending on YouTube will increase in 2021 compared to 2020(with 8%anticipating a dr
17、amatic increase).Interestingly,indie agencies are more likely than Big 6 agencies to be expecting a big spike in clients YouTube spending with 87%anticipating an increase.This is consistent with a recent graphic posted by eMarketer that showed that YouTube is the No.1 platform in terms of anticipate
18、d spend increase in 2021.80%40%60%20%DecreaseDramaticallyDecreaseStay The SameIncreaseIncreaseDramaticallyPercent Of Agencies Indicating They Believe YouTube Spend Will Increase Or Decrease In 202169%21%1%0%8%Q.Thinking about client campaigns in the coming year(2021),overall,how do you think the ad
19、spend on YouTube(including YouTube on TV Screens)will change compared to 2020?YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.7YOUTUBE ADVERTISING SHIFTS&AGENCY STRATEGIESThe Majority Of Agencies Partner With 3rd Party Managed Service Providers For A Variety Of
20、YouTube Advertising Services Overall,66%of agencies are working with 3rd party YouTube managed service partners for campaign execution,pre-campaign brand suitability,or post-campaign brand safety/suitability measurement.Big 6 agencies are more likely to turn to managed services for brand suitability
21、 and safety,and as a result are more likely to work with a managed service partner than indie agencies(72%vs.59%).Googles YouTube Measurement Program outlines which providers are certified partners in each area.34%Dont Use Managed Service66%Use Managed ServicePercent Of Agencies Working With 3rd Par
22、ty Managed Service Providers For YouTube CampaignsBased on answers to 3 questions asking how they execute YouTube campaigns,and whether they use 3rd parties for pre-and/or post-campaign brand suitability.YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.8YOUTUBE A
23、DVERTISING SHIFTS&AGENCY STRATEGIESAgencies Rate The Pains They Most Need Addressed By 3rd Party YouTube Managed Service Companies Brand safety,ad performance,and audience targeting are the three most important benefits agencies expect from partners.Brand Safety Audience TargetingAd OutcomesContextu
24、al Targeting Brand SuitabilityTime SavingsAd PerformanceMeasurement/Reporting InsightsOverall Management Planning InsightsPacingExpert GuidanceQ.On a scale of 1-5,with 1 being not at all important,and 5 being very important,how important is it that your 3rd party YouTube managed service company prov
25、ides you with each of the following benefits?Average Rating Of Benefits On A Scale Of 1 To 5 With 5 Being Most Important4.624.64.574.474.434.284.234.134.074.0543.98 Indie agencies prioritize these benefits slightly dierently than large Big 6 agencies,prioritizing ad performance and audience targetin
26、g over brand safety.YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.9YOUTUBE ADVERTISING SHIFTS&AGENCY STRATEGIESFor Executing YouTube Campaigns Specifically,54%Of Agencies Are Using Partners Over half of all agencies are using managed service to execute YouTube
27、 campaigns(54%),with 22%using managed service only and 32%using a combination of managed and self-service.Just under half of agencies(46%)are executing YouTube campaigns on their own without any managed service help.Google Ads is the slightly more used native platform for self-service(21%vs.11%for D
28、V360),with 14%of agencies using a combination of both platforms.Percent Of Agencies Managing YouTube Campaigns Through Managed Service Or Self-ServiceSelf-Service OnlyBoth(Managed Service&Self-Service)Managed Service Only22%32%46%Self-Service Platform UsageQ:Which of the following best describes the
29、 primary way that your agency handles and executes YouTube campaigns for clients?21%Google Ads Only14%Both 11%DV360 OnlyYouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.10YOUTUBE ADVERTISING SHIFTS&AGENCY STRATEGIESAudience Targeting:Agencies Indicate The Risk Of
30、 Not Using Behavioral Tactics Overall,agencies believe that YouTube campaigns that are executed without leveraging audience targeting strategies can result in 51%of impressions missing the intended target.This is important to note for any agency that is relying on contextual targeting only,without m
31、ixing in very effective behavioral tactics.Q.If an advertiser were to run a campaign on YouTube without leveraging audience targeting tactics(behavioral and affinity targeting etc.),what percentage of the campaign impressions do you think would reach people who are NOT the exact target audience of t
32、he advertiser?51%Off TargetPercentage Of Campaign Impressions That Respondents Estimated Would Not Reach The Target Audience If Audience Targeting Was Not Used49%On TargetYouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.11YOUTUBE BRAND SAFETY&SUITABILITY STRATEGI
33、ESSECTION 02YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.12YOUTUBE BRAND SAFETY&SUITABILITY STRATEGIESPre-Campaign Brand Suitability:A Surprising Percentage Of Agencies Are Managing This Themselves Or Not Managing It At All Shockingly,15%of agencies are not u
34、sing pre-campaign inclusion or exclusion lists at all when running YouTube campaigns.This could mean that their clients ads could be running on content that is not aligned with the brands values.Also surprising is that 47%of agencies are building inclusion/exclusion lists themselves.This is somethin
35、g that only works if they have a team and technology monitoring those lists daily as the suitability of channels change constantly.Big 6 agencies are much more likely to be working with a 3rd party for pre-campaign suitability,while many indie agencies are trying to manage it on their own.Percent Of
36、 Agencies Handling Pre-Campaign Brand Suitability In Each WayBuild Ourselves3rd Party PartnerDont Use15%39%47%Q.How does your company handle pre-campaign inclusion and exclusion lists for YouTube brand safety and suitability?YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All right
37、s reserved.13YOUTUBE BRAND SAFETY&SUITABILITY STRATEGIESBrand Suitability Alignment:Agencies Indicate The Risk Of Not Using The Right Measures This is important to note for any agency not using suitability tactics.Its also important for those agencies managing their own pre-campaign brand suitabilit
38、y as a reminder that there is room for error if not done precisely.37%Off Target63%On TargetQ.If an advertiser were to run a campaign on YouTube WITHOUT using any brand suitability measures(exclusions,inclusions,or other methods),what percentage of the campaign impressions do you think would run on
39、inventory that was NOT perfectly brand suitable for the advertiser?Percentage Of Campaign Impressions That Respondents Estimated Would Be On Content That Didnt Specifically Align With The Brands Values If Brand Suitability Measures Were Not Used Overall,agencies believe that for YouTube campaigns th
40、at are executed without leveraging brand suitability measures(inclusions,exclusions,etc.),it could result in 37%of impressions not being perfectly aligned with the brand.YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.14YOUTUBE BRAND SAFETY&SUITABILITY STRATEGIE
41、SAgencies Identified Problems They Run Into With Inclusion/Exclusion Lists Agencies indicated the No.1 problem when using inclusion/exclusion lists is scale.This is a problem that many 3rd party partners can address based on the way they set up and execute the campaign.19%of agencies dont run into a
42、ny of these problems when using inclusion/exclusion lists.Not enough scale to run multiple targeting parameters with inclusion listsDifficulty driving deeper business results like conversions,store visits,and revenueLack of reach into the target audienceNo problems inclusion lists perform just as we
43、ll as broader targetingDifficulty driving audience engagement(views,clicks,etc.)Q.Which of the following problems have you seen when running brand safe/suitable campaigns on inclusion lists(select all that apply)?Percent Of Agencies Indicating Each Is A Problem When Running YouTube Campaigns With In
44、clusion/Exclusion Lists15%19%25%27%39%YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.15YOUTUBE BRAND SAFETY&SUITABILITY STRATEGIESThey Also Identified Qualities They Look For In A Brand Suitability/Safety Partner The most important qualification for agencies wh
45、en looking for a brand safety or suitability partner is that they are certified by Google.Agencies also value providers that specialize in YouTube specifically vs.offering brand safety or suitability across multiple platforms.Agencies also value the use of technology and human monitoring in deliveri
46、ng safety and suitability which supports that partners should provide a combination of both.Partner is certified by Google for Brand Suitability and/or SafetyPartner specializes in YouTube Brand Suitability/Safety vs.working across platformsPartner can work with platforms other than YouTube includin
47、g Facebook or CTVPartner relies mostly on technology to drive safety/suitabilityPartner relies mostly on human monitoring to drive safety/suitabilityQ.How important are each of the following qualities when looking for a brand safety/suitability provider for YouTube?Please rate each on a scale of 1-5
48、,with 1 being not at all important,and 5 being very important.Average Rating Of Qualities They Look For On A Scale of 1 To 5 With 5 Being Most Important4.143.743.453.413.31YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.16YOUTUBE BRAND SAFETY&SUITABILITY STRATEG
49、IESPost-Campaign Brand Safety Measurement:Agencies Less Likely To Use Than Pre-Campaign Tactics 34%of agencies are not doing any form of brand safety measurement at all,while 66%of are measuring campaigns with a combination of 3rd party partners and their own teams.This means that in general,agencie
50、s are more likely to be taking pre-campaign measures(85%),than they are to be measuring post-campaign.Percent Of Agencies That Handle Post Campaign Brand Safety Measurement In The Following WaysBuild Ourselves3rd Party PartnerDont Use34%46%Q.How does your company handle post-campaign brand safety re
51、porting for YouTube?Those who are measuring the safety of campaigns are more likely to be working with a 3rd party partner.20%YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.17CONNECTED TV ADVERTISING STRATEGIESSECTION 03YouTube&Connected TV Media Agency Survey
52、2021 2021 Pixability,Inc.All rights reserved.18CONNECTED TV ADVERTISING STRATEGIESCTV Spending In 2021:86%Of Agencies Are Predicting An Increase 86%of agencies anticipate their clients will increase their spend on CTV in 2021 with 19%anticipating a dramatic increase.This pattern matches that of how
53、agencies predict an increase in YouTube spend but is even more dramatic.80%40%60%20%DecreaseDramaticallyDecreaseStay The SameIncreaseIncreaseDramaticallyPercent Of Agencies Indicating They Believe CTV Spend Will Increase Or Decrease In 202167%12%2%0%19%Q.Thinking about client campaigns in the coming
54、 year(2021),overall,how do you think the ad spend on Connected TV platforms as a whole will change compared to 2020?YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.19CONNECTED TV ADVERTISING STRATEGIESBiggest Challenges Of CTV:Measuring Outcomes Is The Most Diff
55、icult Measuring outcomes topped the list of challenges as many CTV platforms are delivering view data vs.business outcome tracking.Brand suitability is not yet seen as a big problem on CTV.Measuring outcomes on CTV(conversions,revenue driven,etc.)Understanding how many people are viewing ads simulta
56、neously on CTVAudience targeting on CTVMeasuring brand lift from CTV campaignsHaving to juggle multiple different CTV partnersBrand suitability on CTVQ:On a scale of 1-5 with 1 being not at all challenging,to 5 being very challenging,please rate how challenging you see each of these issues in relati
57、on to advertising on CTV?Average Rating Of Issues Agencies Found Challenging On A Scale Of 1 To 5 With 5 Being Most Important3.73.522.973.533.092.79YouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.20CONNECTED TV ADVERTISING STRATEGIESAgencies Will be Shifting To
58、Having One Team That Covers CTV,YouTube,And TV Right now,most agencies plan CTV,YouTube,and TV across a combination of separate teams with only 37%set up to manage all from one team.This will flip in the near future when a full 63%of agencies anticipate theyll be merging CTV,YouTube,and TV teams int
59、o one video team.80%100%40%60%20%NowNear FuturePercent Of Agencies Indicating They Manage CTV,YouTube And TV Campaigns From One Team Now Vs.What Theyre Planning For The Near FutureQ:Thinking about how Connected TV(CTV)campaigns are managed by your agency,which of the following best describes how the
60、 teams are arranged currently,and which best describes how the teams will be arranged in the near future?37%63%One TeamOne TeamYouTube&Connected TV Media Agency Survey 2021 2021 Pixability,Inc.All rights reserved.21ABOUT PIXABILITYPixability is a technology and data company that empowers the worlds
61、largest brands and their agencies to maximize the value of video advertising on YouTube,YouTube on TV,Amazon Fire TV,and Roku.Weve run more YouTube campaigns than anybody,except for Google itself and were known as a leader in YouTube insights.Pixability is also one of seven companies worldwide that
62、is certified by Google as a leader in brand suitability and contextual targeting and is the only one of these also certified in YouTube content insights.To learn more about developing effective YouTube strategies,and to see our video advertising platform in action,contact us wed love to connect further,share our insights,and help you drive actions on YouTube.YouTube Measurement Program CertificationsAWARDSCONTACT US FOR A DEMO Schedule A Demo|Global Winner:Most Innovative Partner in Video Advertising,2017