YouTube is testing a new ad format that allows brands to purchase the most prominent advertising spot, the Masthead, on an hourly basis. This offers companies the opportunity to ensure full visibility during crucial marketing moments, such as product launches or live events.
What is the Cost-Per-Hour Masthead?
With this new option, advertisers can reserve specific hours during which they have 100% ownership of all Masthead impressions on YouTube. This applies to desktop, mobile devices, connected TVs, and tablets. This approach offers more flexibility than the traditional CPM model, where costs are calculated based on the number of views.
Why is this important for businesses?
For companies, this means unprecedented control over when and where their advertisements are displayed. The Cost-Per-Hour Masthead is ideal for time-sensitive campaigns such as major product launches, holidays, or live stream promotions. Additionally, it allows for predictable costs, thanks to the fixed hourly rate. This is a significant advantage over traditional pricing models based on impressions.
How does it work?
Advertisers can book hours that align with their marketing goals, for example just before a product launch or during a major event. This fully guarantees visibility on YouTube during these critical hours. It is also possible to combine this strategy with regular CPM campaigns for a broader reach.
What does this mean for you?
With this development, YouTube emphasizes the growing need for more targeted advertising options. It enables brands to have control over key marketing moments and thereby generate maximum impact. Advertisers interested in this new option can contact their YouTube representative for more information and opportunities.