After successful beta tests in select markets, the YouTube Masthead is now globally available for all advertisers to buy on a CPM basis.
Earlier this year, we introduced the option to purchase the YouTube Masthead on a cost-per-thousand impression (CPM) basis and use advanced audience solutions to customize who sees it. This is in addition to the option to purchase the Masthead on a cost-per-day basis reaching all visitors to the YouTube Home page.
To ensure brands can drive the visibility they need on the dates that matter most, the Masthead will remain as a reserved placement. Impressions will be guaranteed across campaign flights that can range from one to seven days.
Over the last three months, L'ORÉAL has been testing the CPM Masthead in beta as part of their digital strategy in Germany. Uwe Roschmann, iBeauty Agency Lead, says, “Adding additional targeting options on top of the reach and awareness that a YouTube Masthead drives has been an ideal match to the media strategy of two of L'ORÉAL’s fragrance brands, Diesel and Cacharel, where demographics and audience segmentation play a major role in driving results.”
Mocks of a desktop and mobile Masthead from Cacharel.
With premium placement atop the YouTube Home feed, guaranteed reach and the flexibility of CPM buying, the opportunity to drive impact with the Masthead has never been greater.
Preview the Masthead with your own content and customizations here. Contact your Google sales team for more details on this placement.
Posted by Amy Vaduthalakuzhy, Product Manager, YouTube Ads