YouTube introduces Masthead ads in its TV app

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2019, 1:54 AM UTC

Brands can target their ads to customised audiences.

YouTube has rolled out Masthead ads available on TV screens in its TV app for all advertisers to buy on a CPM basis. Fox has been testing this new advertising format as a part of its strategy to increase awareness for their show, The Masked Singer.

This format is spread across the top portion of the TV app and expands to full size upon hovering over the ad. It is another way for brands to use TV to reach consumers.

Anisha Kattukaran, product manager at YouTube Ads said that brands can preview their Masthead with videos and custom features. According to a test conducted by Media Science, YouTube Ads reported a 10% increase in ad recalls on YouTube ads on TV screens as against linear TV ads when it announced the feature in September.

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