Google Makes Masthead Ads Accessible to All Advertisers on CPM Basis
Google recently rolled out the YouTube Masthead globally to all advertisers who want to advertise on YouTube’s homepage. This means that advertisers will now have access to the Masthead placement on a cost-per-thousand impression (CPM) basis. So far, YouTube Masthead ads were only available on cost-per-day (CPD) basis, meaning that everyone who visits YouTube on a particular day would see the ad (this option is still available). The platform began beta-testing the new option in February, as well as using its targeting solutions to determine which users see those ads. As the testing recently came to an end, all advertisers can now buy ads on its masthead on a CPM basis, meaning that advertisers pay based on a CPM or cost per day, or at a fixed rate, with minimum spend requirements. YouTube Masthead ads run at the top of the video sharing platform’s home feed on both desktop and mobile, so the high impact placement is a coveted real estate for marketers. Advertisers will also be able to customize the audiences, and ad placements will remain as a “reserved buy” through a Google Ads representative. The ads also come with impression guarantees across campaign flights that can run between one and seven days. 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. Google sells YouTube Masthead as a reserved placement, via programmatic guaranteed. Potential advertisers can preview how their creative will look by visiting this webpage.