Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » YouTube lets some advertisers buy masthead ads on CPM basis

YouTube lets some advertisers buy masthead ads on CPM basis

Previously, YouTube Masthead ads (that run at the top of YouTube's Home feed) were only available on cost-per-day buying terms.

Amy Gesenhues on February 5, 2019 at 9:54 am

YouTube is testing a new way for advertisers to purchase masthead ads. The company on Tuesday said it is experimenting with allowing advertisers to purchase the ads displayed at the top of its home feed through a cost-per-thousand (CPM) buying model, versus the standard cost-per-day by country purchasing terms.

Why you should care

YouTube masthead ads run at the top of is home feed on both desktop and mobile, so the high-impact placement is obviously coveted real estate for marketers. In addition to getting the flexibility of a CPM model, advertisers will be able to customize the audiences, and ad placements will remain as a “reserved buy” through a Google ads rep. YouTube says the ads come with impression guarantees across campaign flights that can run for a single day up to seven days.

TurboTax VP of Marketing Cathleen Ryan said YouTube’s masthead ads were a key component of the brands’ Super Bowl strategy this year.

“The Masthead is a great way to introduce the new way of doing taxes with TurboTax Live,” said Ryan, “It’s very timely and relevant to be front and center on YouTube, the biggest online video platform, on the day after the Super Bowl.”

More on the news

  • YouTube is giving advertisers the ability to preview what their masthead ad would look like on its “YouTube Masthead Preview” page.
  • A Google-Ipsos lab experiment in March 2018 that tested 30 ads among 3,000 U.S. residents age 18 to 64-years-old  found masthead ads delivered an average lift of 92 percent for ad recall, and an average 46 percent lift for purchase intent.
  • According to YouTube’s internal global data, watch-time for content discovered on the site’s home feed has grown ten-fold during the last three years.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Customer & Digital ExperienceDigital TransformationPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.