YouTube Masthead Ads: A crash course on CPM and CPH Buying Methods

Masthead YouTube ads are a premium advertising format offering prominent placement on the YouTube homepage. Essentially, the video ad takes the top spot, displayed across all devices for a specific timeframe. This guarantees maximum visibility and brand exposure, reaching millions of potential viewers.

There are two main ways to buy Masthead ads:

Cost-Per-Thousand Impression (CPM) Masthead

A Cost-Per-Thousand Impression (CPM) Masthead is a YouTube advertising option where you pay a set amount for every 1,000 times your ad is displayed on the YouTube homepage. Think of it like renting premium billboard space – your ad gets prime placement, but you don't have exclusive rights.

Pros:

• Flexibility: Offers more budget and campaign duration flexibility compared to the Cost-Per-Hour (CPH) Masthead.
• Control: You can manage your budget by setting a specific cost per 1,000 impressions and adjust campaign duration to fit your needs.
• Targeting Options: Offers basic targeting options like demographics and interests to reach relevant audiences.
• Wide Reach: Still delivers significant impressions across diverse user groups due to the homepage placement.
• Programmatically. It's bought via DV360 or Google Ads.

Cons:

• No Guaranteed Share of Voice: Unlike CPH, your ad shares the space with other advertisers, potentially diluting your message's impact.
• Variability in Impressions: While you aim for a specific number of impressions, the actual delivery may vary slightly based on targeting and optimization.
• Less Exclusivity: Compared to CPH, it creates a less unique and premium brand experience on the homepage.
• Higher Cost per Impression: Can be costlier compared to other YouTube advertising formats.

Cost-Per-Hour (CPH) Masthead

This option offers 100% share of voice on the YouTube Masthead for a specific hour(s) you purchase. Essentially, your ad becomes the only one displayed during that timeframe.

It's only available through Google Representatives, and often requires larger budgets due to its premium nature.

• Pros:
  • Maximum visibility and brand exposure with guaranteed impressions.
  • Ideal for short-term, high-impact campaigns around specific events or launches.
  • Creates a unique and premium brand experience.
• Cons:
  • Limited availability and higher cost compared to CPM Masthead.
  • Pricing often requires negotiation with Google representatives.
  • Not ideal for long-term campaigns or those targeting specific demographics.

Overall, YouTube Masthead Ads are a good option for brands seeking:

• Broad brand awareness campaigns
• Flexibility in budget and duration
• Basic targeting to reach relevant audiences