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.
![Cost-Per-Hour (CPH) YouTube Masthead Ads](/content/images/size/w2000/2024/02/Cost-Per-Hour--CPH--Masthead.webp)
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.
![YouTube Masthead Ads on a CTV screen](https://ppc.land/content/images/2024/02/YouTube-Masthead-Ads.gif)
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
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