Which objectives do agencies consider most important when running ad campaigns on YouTube for their clients? What goals are agency clients typically trying to achieve with their YouTube campaigns?

To find out, Pixability conducted a survey in October 2023 among 116 US-based media agency professionals.

Respondents say brand safety is the most important objective they consider when running YouTube campaigns (4.58 average score on a 1-5 scale). Ad performance ranks as the second-most important objective (4.55 average score).

When targeting adults with YouTube campaigns, most respondents say, their clients would want to avoid content that is completely unsafe in general (86%), made for kids (76%), political (71%), from a controversial creator (70%), in a language that is not the primary one for the target audience (69%), and not suitable for the specific advertiser (66%).

Most (62%) respondents say their clients are trying to prioritize both brand suitability and performance when running YouTube campaigns.

Respondents say that in 2024 they plan to use YouTube to help their clients achieve a range of goals, including building awareness (55%), driving consideration (36%), and spurring action (12%).

Some 41% of respondents say they expect to use YouTube to help clients achieve goals across the full funnel this year.

About the research: The report was based on data from a survey conducted in October 2023 among 116 US-based media agency professionals.

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Running YouTube Campaigns: Agency Priorities, Client Goals

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji