YouTube is testing a new advertising option called the Cost-Per-Hour (CPH) Masthead, allowing brands to own its prime ad space by the hour. This offering provides advertisers with a 100% share of voice across all devices during key timeframes, potentially changing how brands engage during major launches and cultural events.
The CPH Masthead is designed to complement YouTube’s existing CPM (cost per thousand impressions) Masthead, offering advertisers greater flexibility in utilizing YouTube’s top advertising space.
Advertisers can purchase specific hours before, during, or after significant events, ensuring complete ownership of eligible Masthead impressions on desktop, mobile, connected TV, and tablet devices. This new offering enhances premium advertising control, providing brands with guaranteed visibility during critical marketing moments. It allows for the combination of hourly takeovers with regular CPM campaigns for comprehensive coverage. While specific pricing details are not disclosed, the flat cost-per-hour model offers predictable budgeting, contrasting with traditional impression-based pricing.
- Major product launches
- Time-sensitive announcements
- Holiday campaigns
- Livestream event promotion
- Cultural moment marketing
- Advertisers interested in the CPH Masthead should contact their representative for more information.
