YouTube Masthead Ads on TV Screens Exit Beta-Test

They are available to all advertisers on a CPM basis

Daily YouTube watch time via TV screens topped 250 million hours YouTube
Headshot of David Cohen

All advertisers can now opt to purchase the YouTube Masthead for TV ad option on a CPM (cost per thousand impressions) basis.

The Google-owned video site began beta-testing the offering in September, saying at the time that daily watch time via television screens had surpassed 250 million hours.

YouTube product manager Anish Kattukaran said in a Google Support post that the YouTube Masthead can be purchased as part of a seamless cross-screen buy that runs on mobile, desktop and TV screens, or as part of a single-screen-only buy that runs just on TV screens.

Fox has been part of the beta-test of the ad unit, seeking to drive awareness for The Masked Singer.

Natalie Park, the broadcast network’s vice president of media, said in a statement, “This first-of-its-kind initiative reaches viewers where they live, right at their point of viewing, and with YouTube’s scale, it’s the perfect partnership and a fantastic way to promote our No. 1 show.”

YouTube began beta-testing the option of buying ads on its masthead on a CPM basis, as well as using its targeting solutions to determine which users see those ads, in February, and that beta-test ended in July, opening up the option to all advertisers as a reserved media placement, with advertisers paying based on CPM or cost per day, or at a fixed rate, and minimum spend requirements.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}