Digiday+ Research deep dive: Brand marketers grow their YouTube spending while agency marketers cut back

Digiday's survey reveals that brands are increasing their marketing spend on YouTube, contrary to the trend where other platforms receive more attention. Agency professionals, in comparison, are not utilizing YouTube as much.

67% of brand and retailer professionals use YouTube, while only 59% of agency professionals reported their clients using the platform. Brands focus more on impressions (38%), whereas agencies prioritize engagement (32%) as the key success metric on YouTube.

Read at Digiday