USYouTube&ConnectedTVMediaAgencySurvey2025

APIXABILITYREPORT

INTRODUCTION

InNovember2024,Pixabilitysurveyed124US-based

mediaagencyprofessionalsthatworkdirectlyon

YouTubeand/orConnectedTV(CTV)campaignsfor

brandadvertisers.Thisreportdetailstop-levelresults

ofthesurveytoshowhowYouTubeandCTVadvertisingstrategiesevolvedin2024,andhowagenciesseethemevolvingfurtherin2025.

RespondentRoleQ.Whichofthefollowingbestdescribesyourroleatyouragency?

AgencyAffiliation

Q.Howwouldyoubestdescribeyouragency?

69%

IndependentAgency

31%

"Big6"Agency

14%

VP/EVP

27%

Media/AccountDirector

27%

Media/AccountPlanner+Buyer

10%

Media/AccountBuyer

9%

Media/AccountSupervisor

4%

C-Level

Executive

2%

Other

9%

Media/AccountPlanner

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.2

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.3

Agenciescontinueto

investheavilyinYouTube

MostagenciesareincreasingormaintaininginvestmentwithveryfewdecreasingYoY

Overhalfofagencies(56%)saytheysawanincreased

investmentinYouTubefromtheirclientsin2024.Goinginto

2025wewillcontinuetoseemanyagenciesincreasing(44%),butmany(42%)believeYouTubebudgetsmaybeflatafter

thebigbumpin2024.Veryfewsawadecreasein2024(9%)withevenfewerpredictingadecreasefor2025(3%).

MediaagencyinvestmentinYouTubeYoY

Q.HowhasyourYouTubestrategyevolvedin2024,comparedto2023?

Q.AsyouplanyourYouTubestrategyfor2025,howdoesitcomparetothisyear?

56%

2023vs.2024

2024vs.2025

44%

42%

31%

12%

9%

3%4%

Notsure

Decrease

Investment

Maintain

Investment

Increase

Investment

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.4

CTV&YouTubesawincreases,Metasomewhatflat,Linear

continuedtoseedecreases

TheshiftinspendfromLinearTVtoCTVcontinuesas58%ofagenciessawanincreaseinCTVspendand56%sawanincreaseinYouTubespendin2024withonly13%seeinganincreaseintraditionalTVadvertising.Inaddition,someofthepublicpushbackagainstMetamaybereflectedinthesomewhatflatspendonFacebook/Instagram.

Investmentin2024comparedto2023

InvestinglessthanInvestingabouttheInvestingmorethan

Notsure

lastyearsameaslastyearlastyear

3%

25%

58%

14%

CTV

9%

31%

56%

4%

Meta

8%

37%

40%

16%

TikTok

13%

24%

31%

32%

LinearTV32%35%13%20%

YouTube

Q.Howisyourmarketingstrategyevolvingacrossthefollowingplatformsandcategories?

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.5

Agencyteamsaresetupinmanydifferentways,butmanyplantomovetowardsmoreunifiedteamsacrossCTV,YouTube,&TV

AgenciesexpectCTV,YouTube,andTVteamswillincreasinglymerge

Whichofthefollowingbestdescribeshowyouragency’steamsarearrangedcurrently,andwhichbestdescribeshowtheteamswillbearrangedinthenearfuture?

5%5%

21%18%

45%38%

CTVTeamsStandAlone

CTV+LinearCTV+YouTube

Today

●IntheFuture

29%40%

CTV+YouTube+TVAllTogether

“YouTubecontinuestobeanincrediblyimportantpieceofthepuzzlefor

thebrandsweworkwith.Withthe

complexityofYouTubecampaigns

onlyincreasing,it'scriticalthatwe

ensurethatwemaximizeoutcomes

foradvertisers,whilealsorunningthecampaignoncontentthatalignswiththebrand'svalues.”

dentsu

JordanPennino

VP,Digital&Programmatic

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.6

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.7

Agenciesareincreasinglyemphasizingperformance,efficiency,&outcomesonYouTube

Forthepasttwoyearsofthissurvey,BrandSafety

andAdPerformancehavebeenthetoptwoprioritiesforagencieswhenrunningonYouTube.Weseea

shiftthisyearwhereaslewofperformance-related

topicshaveclimbedupthelist.AdPerformance,

Measurement,Efficiency,AudienceTargetingand

Outcomesareallseeingaslightriseinemphasisin

comparisontoSafetyandSuitability.Agenciesstill

seeSafetyandSuitabilityasextremelyimportant,butmany3rdpartieshavefocusedonjustthosepieces,

withoutmakingsurecampaignsarealsodeliveringbusinessoutcomes.

ImportanceofeachobjectivewhenexecutingYouTubecampaigns

Howmuchdoeseachoftheseobjectivesmattertoyouandyouragencywhenexecuting

YouTubecampaigns?(ranked1-5,with1beingnotatallimportant,and5beingveryimportant)

AdPerformance(viewrate,view-to-completionrates,click-throughrates)

4.65

Measurement/Reporting(Extractingmeaningfulinsightfromcampaigns)

4.61

Efficiency(ensuringourclientisdrivingvaluefortheirinvestment)

4.57

AudienceTargeting(reachingconsumersbasedonaudience/demographicdata)

4.55

BusinessOutcomes(conversions,in-storevisits,appdownloads)

4.48

BrandSafety(ensuringthatmyadsdonotrunagainstunsafecontent)

4.47

BrandSuitability(ensuringthatmyadsdonotrunagainstcontentthatisunsuitableformybrand)

4.45

AwarenessorBrandLift(adrecall,brandfavorability)

4.36

Reach/Scale(reachingenoughconsumerstomeetmystrategyrequirements)

4.35

BehavioralTargeting(reachingconsumersbasedonintentandpreferencedata)

4.33

Pacing(beingabletostayonadailybudget)

4.29

ContextualTargeting(reachingconsumersbasedonwhatcontentthey’rewatching)

4.18

EaseofCampaignManagement(savingtimeandcanmanageallthemovingpartsofvideocampaigns)

4.16

Consideration(SearchLift)

4.04

AdFrequency(reachingandre-marketingtoconsumersaneffectivenumberoftimesinacampaign)

3.98

DrivingImpactonTVScreens(reachingaudiencesinthelivingroom)3.66

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.8

Balancingbrandsuitability&performancecontinuestobekeyforagencies

Overall,agenciesknowthatalmosteveryclientof

theirswantstheircampaignstobothperformand

runonbrandsafe/suitablecontent.We’veseenthis

desireforbalanceeveryyearinthesurvey,butaswesawonthepreviouspage,agenciesaretiringof3rdpartiesthatfocusonlyonsuitabilitywithoutmakingsuretheperformanceKPIsareallsatisfied.

Mostbrandadvertiserswanttobalancesuitabilityandperformance

Q.Whichofthefollowingbestdescribeyourclients’prioritieswhenexecutingYouTubecampaigns?

70%

balance

suitability&

performance

25%

maximize

performance

5%

maximizebrand

suitability

GooglehasdoneagreatjobmakingYouTube

moresafe.Butwhenitcomestosuitability,

agenciesfeellikewithoutleveragingtheright

solutions,theaveragecampaigncanbe30%

off-targetandunsuitable.Thisistheexactsamewastepercentagetheyestimatedinlastyear’s

survey,showingtheproblemhasnotgoneaway.

Brandsuitabilityalignment:

agenciesindicatetheriskofnotusingtherightmeasures

PercentageofcampaignimpressionsthatrespondentsestimatedwouldbeoncontentthatdidnItspecificallyalignwiththebrandIsvaluesifbrandsuitability

measureswerenotused

Q.Inyourexperience,whenrunningacampaignonYouTubeWITHOUTusinganythird-partypre-bidbrandsuitabilitymeasures(exclusions,inclusions,orothermethods),

whatpercentageofthecampaignimpressionsdoyouthinkwouldrunoninventorythatwasNOTperfectlybrandsuitablefortheadvertiser?

30%

Off-Target

70%

On-Target

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.9

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.10

AgencieslooktoavoidmultipledifferenttypesofunsuitablecontentonYouTube

Inadditiontoavoidinganythingthatiscompletely

unsafe,agencieswanttoavoidmanyothertypes

ofcontentincludingMade-for-Kidscontent(79%),

contentinalanguageoutsidethetarget(76%),and

contentnotsuitableforthespecificadvertiser(74%),whentargetingadultsonYouTube.Whileit’sgoodtoseethatmostagenciesdon’tseeNewscontentas

somethingtoavoid,it’simportantforallagenciestoembracenewwaystotargetreliablenewscontentforadvertisers,sotheadindustrycancontinueto

supportgoodjournalism.

Percentofagencyrespondentsthatbelievetheirclients

wouldwanttoavoideachtypeofcontentonYouTubewhentargetingadults

Q.ForaYouTubecampaigntargetingadults,whichofthefollowingtypesofYouTubeinventorywouldatypicalclientwanttoavoidtominimizewaste?(Selectallthatapply)

88%

Contentthatiscompletelyunsafeforanyadvertiser

79%

ContentthatisMade-for-Kids

76%

Contentwheretheprimarylanguageisnotthelanguageofthetargetaudience

74%

Contentthatisnotsuitableforthatadvertiserspecifically(forex:aburgerchainrunningonvegancontent)

72%

Contentonachannelwherethecreatoriscontroversial

66%

Politicalcontent

46%

GVPcontent(contentoutsideofYouTubeonotherapps/sites)

38%

Contentthatspeakspositivelyaboutacompetitivebrand

37%

Newscontent

“BrandsuitabilityonYouTube

continuestobeakeypriorityformanyofthebrandsweworkwith.

Advertisersaimtominimizeriskbyappearingonlyalongsidecontentthatalignswiththeirvalueswhile

ensuringstrongperformancetomeetcampaignobjectives.”

MichaelConsolazio

VicePresidentGroupDirector,MediaTechnology

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Workingwith3rdparties

thatareGooglecertifiedandpartoftheYouTubeMeasurementProgramismoreimportantthanever

The

YouTubeMeasurementProgram(YTMP)

issetuptoensurethat3rdpartiesareusingacceptable

practicesinhowtheydrivesuitabilityandshare

insightswithadvertisers.InatimewhenadvertisingonYouTubehasbecomeincreasinglycomplex,themajorityofagenciesbelievetheirpartnersshould

havethiscertification.

Percentofagencieswhobelieve3rdpartyYouTube

partnersshouldbecertifiedbytheYouTubeMeasurementProgram(YTMP)

Q.HowimportantisittoyouthatyourYouTubepartnerforBrandSuitabilitybecertifiedbyGoogle,asanapprovedYTMPpartnerinBrandSuitability&ContextualTargeting?

78%

important

9%

notimportant

13%

N/A

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.13

Transparencyand

Suitability/Safetyarestill

majorpiecesagenciesfeelthey’renotgettingfrom

Google’snativeplatforms

Google’splatformshavecomeoutwithmore

excitingnewadstrategyoptionsthisyearthan

everbefore.Thatsaid,therearestillpiecesof

thepuzzlethatagenciesandbrandsaremissing

includingtransparency,safety/suitability,advertiserbenchmarks,andvarioustargetingcapabilities.

ImportantYouTubecapabilitiesneededthatarelackinginGoogleIsnativeplatforms

Q.Thinkingaboutwhatit'sliketomanageYouTubecampaignsonGoogle'splatforms,whichofthefollowingthingsaremostneededthatarenotprovidedbyGoogle?

4.52

AbilitytohavefulltransparencyintowheremyYouTubecampaignran

4.26

Abilitytoavoidunsafeorunsuitablechannelsorvideos

4.13

Abilitytoseebenchmarksofwhatisworkingforotheradvertisers

3.97

Abilitytoavoidvideosinanotherlanguage

3.87

Abilitytoavoidnon-YouTubecontent(GVPetc)

3.8

Abilitytoavoidmade-for-kidschannels

Abilitytotargetcreatorsbasedontheirage/generation

3.75

3.74

Abilitytotargetoravoidchannels/videosbasedontheIABcategorytheyrepresent

3.74

3.73

Abilitytotargetpremiumchannelsonly

Abilitytoproactivelytargettrendingchannelsorvideos

"WiththegrowthofYouTubeShorts,

YouTubehasbecomealeader

inshort-formsocialvideoright

alongsideTikTok.We'veseengreat

successinincorporatingShortsin

advertisingplansforclients,alongsideothertacticsthatdrivehighaudienceengagementandmaximizedreach

andperformance."

usiM

MelissaSierra

EVP,MediaIntegration

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.14

YouTubeisincreasingly

beingusedtoachievefullfunnelKPIs

PercentofagencieswhousedYouTubeforeachofthefollowingreasonsin2024vs.plannedfor2025

Q.In2024,whichpartofthemarketingfunneldidyouuseYouTubetohelpachieve

yourgoals?Q.In2025,whichpartofthemarketingfunneldoyouplantouseYouTubetohelpachieveyourgoals?

2024

2025

76%

55%

52%

47%

45%

31%

24%

21%

ConsiderationActionALL(FullFunnel)

Awareness

IntheearlyyearsofYouTube,theplatform

wasthoughtofanawarenessplayonly.

Whileitisstillacriticaltoolforawareness,

agenciesareincreasinglylookingtouseitasafull-funnelplatform.Infact,we’reseeing

agencyrespondentspredictthattheywilluseYouTubeforfull-funnelalmostasmuchas

they’lluseitforawarenessin2025(47%vs.55%respectively).

USYouTube&ConnectedTVMediaAgencySurvey2025?2025Pixability,Inc.Allrightsreserved.15

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AsYouTube’s

capabilitieshave

increased,the

complexityofwhereYouTubeliveswithinanagencyhas

increased

AgenciescategorizeYouTubeinmultipleways

Q.HowwouldyoucategorizeYouTubeinyouroverallmarketingstrategy?(selectallthatapply)

Stan