YouTube introduces cost-per-hour Masthead ad format

The new ad format Ads will appear on the YouTube Home feed across all devices

Highlights

• The CPH Masthead allows advertisers to purchase hourly ad spaces.
• Advertisers can reserve time slots, ensuring their video ads are displayed exclusively during selected periods.
• The option is available exclusively through Google representatives.

YouTube is adding a new advertising format called “Cost-Per-Hour (CPH) Masthead, per Search Engine Land. The company claims this Masthead will allow brands to secure exclusive visibility for their video-based ads on the YouTube Home feed across all devices, including mobile, desktop, and TV.

How the cost-per-hour masthead works

YouTube’s CPH Masthead operates on an hourly purchase model. Brands can choose specific time slots when their ads will appear exclusively across YouTube’s Home feed.

According to YouTube, this option gives advertisers a 100% share of voice during specific, reserved timeframes. This means that for the purchased hour, a brand’s ad will dominate the Masthead placement. This will make it the only video ad seen by users during the specific time.

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