A new way to buy and measure YouTube’s masthead

March 1, 2023

Gif of a clock with time passing, and multiple devices with the YouTube homepage open.

YouTube’s top-slot homepage ad, known as the masthead, has been a long time favorite amongst advertisers looking for high visibility at scale.

To complement the existing Cost-Per-Impression (CPM) Masthead, we are excited to announce the launch of the YouTube Cost-Per-Hour (CPH) Masthead. This new, additional way to buy the masthead gives advertisers full share-of-voice during the hour(s) leading up to, during or after priority moments. 

CPM and CPH Masthead buying complement one another. Here is guidance for how to use each:

The Cost-Per-Hour (CPH) Masthead is best for:

  • Moment-based campaigns (1 hour+)
  • 100% share-of-voice
  • Pay-per-hour
  • Promoting a YouTube livestream

The Cost-Per-Impression (CPM) Masthead is best for:

Additionally, we are bringing new measurement capabilities to the masthead. In markets where the measurement partners permit, Nielsen and Kantar can now measure CPM masthead campaign reach. Kantar, Dynata and Intage can measure brand lift, and Integral Ad Science (IAS) can measure viewability. 

Advertisers can also now measure CPM Masthead buys with Google Brand Lift. Netflix India tested Google Brand Lift for a recent CPM Masthead campaign and saw a +5% absolute lift in brand awareness and 2.5X higher relative lift in awareness vs the Entertainment vertical average in India.

To see how your ad would look on YouTube’s homepage, plug your video asset and copy into the Masthead Preview Tool. Ready to buy? Reach out to your Google sales team to get started.

Posted by Emmanuel Bou, Global Video Solutions Lead

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