Industry Insight

YouTube & Connected TV Media Agency Survey

Analyzing How Agency Strategies Are Adapting To Shifting Viewing Behaviors

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Insights On The State Of Media Agencies

In February 2021, Pixability’s insights team conducted an online survey of U.S.-based media agencies that are involved in executing 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.

82%

of media agency respondents surveyed believe YouTube will be the major beneficiary as TV dollars shift to digital

86%

of media agency respondents predict an increase in Connected TV spending in 2021

67%

of media agency respondents anticipate consolidating YouTube, Connected TV, and TV buying under one team in the near future

To manage YouTube campaigns 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.
YouTube & Connected TV Media Agency Survey |

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