Pixability：2025年美国YouTube和联网电视代理商调查报告（中译版）（19页）.pdf

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1、US YouTube&Connected TV Media Agency Survey 2025A PIXABILITY REPORTINTRODUCTIONIn November 2024,Pixability surveyed 124 US-based media agency professionals that work directly on YouTube and/or Connected TV(CTV)campaigns for brand advertisers.This report details top-level results of the survey to sho

2、w how YouTube and CTV advertising strategies evolved in 2024,and how agencies see them evolving further in 2025.Agency AffiliationRespondent RoleC-Level Executive4%9%Media/Account Planner27%Media/Account Planner+Buyer10%Media/Account Buyer2%Other 9%Media/Account Supervisor14%VP/EVP27%Media/Account D

3、irector69%31%Independent AgencyBig 6 AgencyQ.How would you best describe your agency?Q.Which of the following best describes your role at your agency?US YouTube&Connected TV Media Agency Survey 2025 2025 Pixability,Inc.All rights reserved.2Media agency investment in YouTube YoYDecrease InvestmentMai

4、ntainInvestmentNot sure9%3%4%12%42%31%44%56%2023 vs.20242024 vs.2025Increase InvestmentQ.How has your YouTube strategy evolved in 2024,compared to 2023?Q.As you plan your YouTube strategy for 2025,how does it compare to this year?Most agencies are increasing or maintaining investment with very few d

5、ecreasing YoYOver half of agencies(56%)say they saw an increased investment in YouTube from their clients in 2024.Going into 2025 we will continue to see many agencies increasing(44%),but many(42%)believe YouTube budgets may be flat after the big bump in 2024.Very few saw a decrease in 2024(9%)with

6、even fewer predicting a decrease for 2025(3%).Agencies continue to invest heavily in YouTubeUS YouTube&Connected TV Media Agency Survey 2025 2025 Pixability,Inc.All rights reserved.3CTV&YouTube saw increases,Meta somewhat flat,Linear continued to see decreasesThe shift in spend from Linear TV to CTV