A new way to buy and measure YouTube’s masthead

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.