2023年媒体代理调查报告(英)-16页

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YOUTUBE&CONNECTEDTVMediaAgencySurvey2023APIXABILITYREPORTINTRODUCTIONAgencyAffiliation30%InOctober2023,Pixabilitysurveyed116U.S.-basedQ.Howwouldyoubestdescribeyouragency?Big6AgencymediaagencyprofessionalsthatworkdirectlyonYouTubeand/orConnectedTVcampaignsforbrand70%advertisers.ThissurveybuildsoninsightsfromoursurveysfrompreviousyearstounderstandhowIndependentstrategiesandperceptionsaroundYouTube,ConnectedAgencyTV,andotherdigitalvideoplatforms,areevolving.RespondentRoleQ.Whichofthefollowingbestdescribesyourroleatyouragency?22%18%15%15%15%8%2%6%Media/AccountMedia/AccountVP/EVPMedia/AccountMedia/AccountMedia/AccountC-LevelOtherDirectorPlanner+BuyerSupervisorPlannerBuyerExecutiveYouTube&ConnectedTV©2023Pixability,Inc.Allrightsreserved.2MediaAgencySurvey2023AgenciesContinueToInvestMostAgenciesareIncreasingorMaintainingInvestmentHeavilyInYouTubewithVeryFewDecreasingYOYEvenwithsomeeconomicuncertaintyin2023andgoinginto2024,roughlyhalfofagenciessawincreasedspendonYouTubethisyearandwillcontinuetoseeincreasedspendnextyear.Veryfewsawadecreasethisyear(7%)withevenfewerpredictingadecreasefor2024(4%).MediaAgencyInvestmentinYouTubeYOYQ.HowhasyourYouTubestrategyevolvedin2023,comparedto2022?Q.AsyouplanyourYouTubestrategyfor2024,howdoesitcomparetothisyear?4850482023vs.2022422024vs.20237MaintainIncrease4InvestmentInvestmentDecre...

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