YouTube is testing a new advertising offering that lets brands own its most prominent ad space — the Masthead — by the hour, marking a significant shift in how marketers can capture attention.
This new Cost-Per-Hour (CPH) Masthead gives advertisers 100% share of voice across all YouTube devices during crucial timeframes, potentially transforming how brands approach major launches and cultural moments, according to a slide obtained by Search Engine Land.
The big picture. The CPH Masthead complements YouTube’s existing CPM (cost per thousand impressions) Masthead offering, providing advertisers more flexibility in how they dominate YouTube’s prime advertising real estate.
How it works. Advertisers can purchase specific hours leading up to, during, or after their priority moments, guaranteeing complete ownership of eligible Masthead impressions across desktop, mobile, connected TV, and tablet devices.
Why we care. YouTube’s new Cost-Per-Hour Masthead offering represents a significant shift in premium advertising control, giving brands guaranteed 100% share of voice across all YouTube platforms during specific hours. This offering would give you maximum visibility during your most critical marketing moments, with the added flexibility to combine these hourly takeovers with regular CPM campaigns for comprehensive coverage.
Between the lines. This move signals YouTube’s recognition that advertisers need more precise timing control for major brand moments, rather than just broad reach.
By the numbers. While YouTube hasn’t disclosed specific pricing, the flat cost-per-hour pricing model offers predictable budgeting for marketers — a departure from traditional impression-based pricing.
Target use cases:
- Major product launches
- Time-sensitive announcements
- Holiday campaigns
- Livestream event promotion
- Cultural moment marketing
How to get it. Advertisers are advised to reach out to their representative to learn more about CPH Masthead buys.
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