{"id":621738,"date":"2023-03-25T09:49:16","date_gmt":"2023-03-25T14:49:16","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/03\/25\/digiday-research-deep-dive-youtube-holds-strong-as-a-reliable-marketing-channel-for-agencies-and-brands\/"},"modified":"2023-03-25T09:49:16","modified_gmt":"2023-03-25T14:49:16","slug":"digiday-research-deep-dive-youtube-holds-strong-as-a-reliable-marketing-channel-for-agencies-and-brands","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/03\/25\/digiday-research-deep-dive-youtube-holds-strong-as-a-reliable-marketing-channel-for-agencies-and-brands\/","title":{"rendered":"Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands"},"content":{"rendered":"

YouTube might not be considered one of the most exciting marketing channels compared with newer platforms like TikTok<\/a> and Instagram<\/a>, but agencies and brands see YouTube as a reliable channel that delivers consistent marketing success.<\/p>\n

At least, that\u2019s what a Digiday+ Research survey of 138 agency and brand professionals found.<\/p>\n

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Digiday\u2019s survey found that 88% of agency clients are spending at least a very small portion of their marketing budgets on YouTube, putting the platform in fourth place among channels that agency clients invest in (behind Facebook<\/a>, Instagram and Google<\/a>).<\/p>\n

But while agencies clearly see the value in spending marketing dollars on YouTube, the platform doesn\u2019t necessarily get a large amount of marketing spend from agency clients. Digiday\u2019s survey found that just 22% of agency clients spend a large or very large portion of their budgets on YouTube marketing.<\/p>\n

Meanwhile, 79% of brand pros told Digiday that they spend at least a very small amount of their marketing dollars on YouTube, making the platform the fifth most invested in channel among brands.<\/p>\n

But similar to agencies, a much smaller percentage of brands said they spend a large or very large amount on YouTube. To be exact, only 12% of brand pros said they invest a large or very large portion of their marketing budgets in the platform<\/p>\n

Agency spending on YouTube has remained fairly steady over the last year, Digiday\u2019s survey found. But there have been some notable shifts.<\/p>\n

For instance, through all of 2022, the largest percentage of agency pros said their clients spent a moderate portion of their marketing budgets on YouTube \u2014 30% in the first quarter of 2022 and 31% in Q3 2022. However, in Q1 2023, the largest percentage of agency pros said their clients spend just a small portion of their budgets on YouTube (24% said this).<\/p>\n

And when it comes to agency pros who said their clients spend a large portion of their marketing budgets on YouTube, that percentage has actually seen steady growth over the last year. In Q1 2022, 12% of agencies told Digiday their clients spent a large amount on YouTube, which rose to 15% in Q3 2022, and then rose again very slightly to 16% in Q1 2023.<\/p>\n

The moderate and very small spending categories also changed significantly in the last six months. In Q3 2022, nearly a third of agency pros (31%) told Digiday their clients spent a moderate portion of their marketing budgets on YouTube. That percentage fell to less than a quarter (22%) in Q1 2023. Meanwhile, the percentage of agency pros who said their clients spend a very small portion of their budgets on YouTube rose from 10% in Q3 last year to 20% in Q1 this year.<\/p>\n

Brands\u2019 YouTube spending has also seen some interesting changes over the last year.<\/p>\n

For example, in Q1 of last year, 70% of brand pros told Digiday they spent at least a very small portion of their marketing budgets on YouTube. Six months ago, that percentage rose to 79%, which remained steady into Q1 of this year.<\/p>\n

Meanwhile, the percentage of brand pros who spend a small portion of their marketing budgets on YouTube has fluctuated quite a bit over the last year. A year ago, 18% of brands said they spent a small amount on YouTube. Six months ago, that percentage rose to 28%. And at the beginning of this year, it dropped to 21%.<\/p>\n

Interestingly, not one respondent told Digiday in Q1 of this year that they spend a very large portion of their marketing budget on YouTube. The percentage of brand pros in this category has historically been small (just 3% in Q1 of last year and 4% in Q3), but it is worth noting that no one said this in Q1 of this year.<\/p>\n

When it comes to whether marketing on YouTube actually works, the vast majority of agency pros told Digiday they\u2019re at least a little confident in the platform\u2019s ability to drive marketing success for their clients. In fact, as of Q1 of this year, only 11% of agencies said they\u2019re not confident at all in YouTube (meaning 89% have some confidence).<\/p>\n

And it turns out that agencies do have a decent amount of confidence in YouTube\u2019s ability to drive marketing success. Just shy of two-thirds of agency pros (62%) said they\u2019re either confident or somewhat confident in the platform.<\/p>\n

The percentage of agency pros who have told Digiday they\u2019re somewhat confident in YouTube has remained consistently at about a third over the last year and a half. The percentage of those who have said they\u2019re confident in YouTube has also remained at about a third, but just over the last year. In Q3 2021, 42% said they were confident in YouTube\u2019s ability to drive marketing success for their clients. That percentage fell to 32% in Q1 2022, and then remained at 31% in Q3 2022 and Q1 2023.<\/p>\n

Brands\u2019 confidence in YouTube\u2019s ability to drive marketing success has been a bit shakier, compared to their agency counterparts, Digiday\u2019s survey found.<\/p>\n

Eighty-eight percent of brand pros said they\u2019re at least slightly confident in YouTube\u2019s ability to drive marketing success \u2014 a significant amount. But that percentage has fluctuated a bit over the last year and a half, from 93% in Q3 2021, down to 80% in Q1 2022, back up to 93% in Q3 2022 and now down slightly to 88% in Q1 2023.<\/p>\n

Additionally, the percentage of brand pros who are confident in YouTube has plummeted in the last six months, from 41% in Q3 2022 to just 12% at the beginning of this year. This category has also seen a lot of fluctuation in the last year and a half. In Q3 2021, nearly a third of brand pros (32%) said they were confident in YouTube\u2019s ability to drive marketing success, which fell to less than a quarter (23%) in Q1 2022, before rising to 41% in Q3 2022.<\/p>\n

Meanwhile, brand pros who told Digiday they\u2019re somewhat confident that YouTube drives marketing success jumped from 28% in Q3 2022 to 49% in Q1 2023. This category now accounts for the largest percentage of respondents to Digiday\u2019s survey, followed, rather far behind, by the 21% who said they\u2019re only slightly confident in YouTube\u2019s ability to drive marketing success.<\/p>\n<\/p><\/div>\n

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