You might be asking, how do I advertise my video on the YouTube homepage? Well, there is no way you can target your video ad at such placement by using self-service Google Ads (auction method).
The answer is, you need to reserve and book manually via a digital marketing agency or with Google directly. Read on to understand more about this ad format.
The ads on the YouTube homepage are known as YouTube Masthead, which is usually booked for country-wide reach with a 24 hours slot.
In layman’s terms, this is like a digital billboard that you can book for a day on YouTube, to be shown to every Malaysian who log onto YouTube on that particular day.
This is how a masthead ad looks like on a desktop browser, captured on YouTube Malaysia homepage on 20 January 2019.
As you can see from the Netflix ad above, there are 2 sections of the Masthead ad:
- Masthead autoplay video (on the left)
- Masthead engagement panel (on the right, appears on desktop only)
The engagement panel is where you can place your banner and call-to-action button to your landing page.
This is how the YouTube masthead ad looks like on mobile (YouTube app).
If you notice from the screenshot above, the only difference is that the engagement panel does not appear on mobile devices.
Just go to YouTube.com and see for yourself which Masthead ad is featured today for your country.
YouTube Masthead Ratecard (Malaysia)
As mentioned earlier in this article, YouTube Masthead cannot be booked via self-service, auction-based Google Ads (previously known as Google AdWords) platform.
YouTube Masthead has to be reserved manually by the country and the day you wish to advertise, but do take note that it is best to book the date earlier as there is only one advertiser per day.
According to Google, dates during the festive season or big shopping events are very popular and sold out very much in advance.
The cost of YouTube Masthead booking goes by day basis, and we are seeing the price increase every year with more reach and more demand (by advertisers).
For 2019, there are two types of YouTube Masthead options available:
1. MultiScreen Video Masthead
- Rapid implementation via Video-Templates
- Formats: Desktop Video Masthead (850×250) + Mobile Video Masthead
- Devices: Desktop, Mobile, Tablet
- Impressions: 50 – 55 Million
- Reach: 6-7 Million
2. Reach-Optimized Masthead
- Optimized for Reach
- Formats: Desktop Video Masthead (850×250) + Mobile Video Masthead
- Devices: Desktop, Mobile, Tablet
- Impressions: 20 – 25 Million
- Reach: 6-7 Million
Due to its wide targeting, the CPM (cost per 1K impressions) and cost per reach offered by YouTube Masthead are quite attractive to advertisers.
Having said that, YouTube Masthead is only suitable for brands with a nationwide reach.
If you are interested in targeting certain segments via selected content topics or languages, you can consider Prime Packs with higher CPM, via reservations too (with a minimum booking volume).
Feel free to contact us for YouTube Masthead or Prime Packs pricing, just don’t expect to book Masthead or Prime Packs with anything less than RM65,000.
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