• The Bid

Advertising with YouTube Mastheads

Online advertising has evolved leaps and bounds from simple banner ads to those that dynamic with highly engaging animations, and video ads. 

According to a report, YouTube has 1.8 billion users registered every month and watching the videos. This makes it a goldmine of sorts for advertisers to reach millions of audiences and its masthead is a much sought of place to showcase their products.

So,what exactly are these mastheads, and how to start a masthead campaign?

What are masthead ads?

A YouTube masthead ad is an ad that appears on the homepage right on the top. When users login to YouTube, be it mobile, desktop or even on television now, the masthead ads appear prominently on the top in the form of a native video. 

In the past, unlike other ad formats like paid search, or programmatic buying, these ads did not have any re-targeting rules applied as they were available only on a cost-per-day (CPD) model. Under the CPD model, the ads are shown for 24 hours to every logged in user for a day. There is an option to choose is the country in which the ad has to be shown. That’s a huge amount of audience reach for the brands. Google has now made the mastheads available on a cost-per-impressions (CPM) buying model.

How much masthead ads cost?

The masthead ads are probably the costliest of digital ad formats. They may cost anywhere in the range of Rs 2 crore - Rs 2.8 crores per day. But considering the audience reach, spending that sort of money on masthead sounds reasonable for brands, especially the bigger ones who have deep enough pockets to shell out such money. On the other hand, the new CPM model could make these ads to a greater number of brands going forward.