Media 07/23/2019 10:57:17

Buying a YouTube Masthead on CPM

By: Robert Kuria

Video is the way to go these days and as such, YouTube is offering monetized videos in 39 different countries/territories in 54 different languages.

In Kenya, there are 5.2M monthly active users on YouTube (as at the end of June 2019) that advertisers can reach.

YouTube being the number one search engine, Google is always coming up with different and better products every day. In 2015, Google introduced two YouTube Mastheads; Video Masthead at $5,000 and Custom Masthead at $6,500. Custom Mastheads were later dropped leaving only Video Mastheads, however, this left out many clients since not many of them could afford that spend a day.

The good news is that from 1st July 2019, we can now buy the same product for as low as $1,000 on CPM basis, that is, $4.6 without demo targeting and $5.75 with demo. 

What does this mean for our clients? 

  • YouTube Masthead delivers the 1st ad brand-safe on the home feed in an environment with 87% viewability (based on in-app measurement)
  • Masthead drives brand impact for advertisers with 92% Masthead Average Ad Recall Lift and 46% Masthead Average Purchase Intent Lift
  • More opportunities on YouTube home than ever, Masthead Slot (top) and Home Feed Slots (feed)

For advertisers, masthead is still the core unit that they love, that is, Reserve Guarantee, Top Slot, Native Unit and Video Autoplay. With this, advertisers will have more options to choose from and this includes:

  • Advanced Audience Targeting 
  • Age 
  • Gender 
  • Affinity/Interest Groups 
  • Language 
  • Geo 
  • Parental Status 
  • Device
  • Ad Serving Controls 
  • Custom Budgets 
  • Frequency Controls 
  • Flighted Campaigns

Wondering how to go live with CPM?

Well, we need to book it 21 days in advance and flights are a minimum of one day and a maximum of seven days. Kindly refer to the chart below.

How do we create the ad? Use the Masthead Preview Tool to create the ad and preview your Masthead CPD or CPM creative using the same link.

Want more details? Drop us a line and we’ll get in touch!