A new way to buy and measure YouTube’s masthead
03/01/23 - Granular
Granular analysis and first look
On March 1, 2023, YouTube announced that it is introducing a new Cost-Per-Hour (CPH) Masthead ad option, complementing the existing Cost-Per-Impression (CPM) Masthead. Enhanced measurement capabilities from Nielsen, Kantar, and others improve campaign tracking. Advertisers can now choose between CPM and CPH based on their needs, with tools like the Masthead Preview Tool aiding in campaign planning.
Photo Credit: Google
Why this matters?
- Increased Flexibility: Advertisers can now choose between CPM and CPH options based on their campaign needs, offering more strategic control.
- Enhanced Measurement: New measurement capabilities from Nielsen, Kantar, Dynata, Intage, and IAS provide better insights into campaign reach and effectiveness.
- Higher Engagement: Early adopters like Netflix India have seen significant brand lift using these new tools, demonstrating their potential for boosting brand awareness.
Next Steps/Action Items
- Evaluate Campaign Needs: Determine whether the CPM or CPH masthead is more suitable for upcoming campaigns.
- Leverage Measurement Tools: Utilize the new measurement capabilities to track and optimize ad performance.
- Use the Masthead Preview Tool: Test ad visuals and copy in the Masthead Preview Tool to see how they would appear on YouTube’s homepage before launching.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Aug 2023 - Our new policy to help guide advertisers and build trust with users
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google I/O: Making AI helpful for everyone