Showcase your ad in the huge masthead in YouTube’s TV app now which can be purchased on a CPM basis.
YouTube’s TV app now features a header ad that’s too large to miss. The YouTube masthead will show ads that automatically play after a few seconds on compatible devices. TV users often end up watching YouTube videos whenever they settle down their couch.
Due to this consumer behavior, it has become the top ad-supporting streaming platform. In fact, it’s daily watch time even reaches 250 million hours per day! Advertisers can leverage this to widen their audience and increase their reach.
Masthead ads are now on beta
Ford is one of the brands that’s testing out the new masthead ad for a two-week period. Brands who wish to invest in this kind of advertising have the choice to buy masthead ads across platforms or just focus on CTV.
This new option doesn’t mean for brands should take out their in-stream ads. As Anish Kattukaran, Product Manager of Google Ads emphasized, the masthead ads and in-stream ads both have their advantages. While the masthead ads focus on driving brand awareness, the in-stream ads are targeting and audience-based ad strategy.
What does it mean for advertisers?
This ad option for brands and advertisers is a new way for them to reach audiences. Users can’t cancel it or get their way out of watching them. The ads stay where they are and users will see it and digest it when they open their YouTube app on their TV. With the mastheads, the brands will be front and center of the app.
“According to a recent experiment with Media Science, YouTube ads on TV screen drive a 10% greater lift in recall than ads on linear TV,” says YouTube. TV screens ad via the YouTube app is now one of the most effective ways of bringing out brands out into the world. This also shows that no matter how advanced smartphones have been, wee still go back to the basics and we still want to consume content on larger screens.
Marketers can get their hands on it based on a CPM(cost-per-thousand) basis and they can also customize their ads depending on the audience they are targeting. The ads will be placed on reserved and will be shown to their target audience on the dates they intend it to be launched.
YouTube launched its beta testing today.