YouTube rolls out masthead ads for connected TV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 5:03 PM UTC

More than 250 million hours of YouTube videos are consumed on connected TV every day.

Google-owned YouTube is rolling out its masthead ad format on the connected TV, which the company said is its fastest-growing platform. Similar to the platform’s mobile and desktop versions, the masthead ad for CTVs can be purchased on a cost-per-impression (CPM) basis.

This ad format would be available for purchase via reserved placements. YouTube said it would be providing same targeting options for CTV masthead adverts that it offers for its ad formats.

The advertisers would have the option to buy the masthead ad either from the YouTube app or as part of a cross-screen buy. This article also states that the platform also plans to improve CTV and OTT measurements in order to help buyers plan better.

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