“Masthead” appears in several places, but in digital advertising it usually means one thing: the very top ad placement on YouTube’s home page. It is the most visible spot on the platform and also one of the least flexible to buy.
In this guide we explain what a masthead is on websites, in advertising and on YouTube, how it differs from a hero area, what the YouTube Masthead is and does, where and how it appears on desktop, mobile and TV, who it suits, how to buy it (reservation, CPM and CPH), how pricing works, how to prepare the creative, video length, headline and CTA, where to send traffic, and how to plan the campaign.
What Does Masthead Mean?
A masthead is a large promotional or advertising area at the very top of a website or digital platform.
Masthead on a Website
The top banner or header area of a page.
Masthead in Advertising
A premium ad slot at the top of a media property.
YouTube Masthead
The large, video-based ad shown at the top of the YouTube home page.
Masthead vs. Hero Area
A hero area is the large image or message section at the top of your own page. A masthead is a paid ad placement on someone else’s platform.
What Is the YouTube Masthead?
A premium, video-based reservation ad shown at the top of the YouTube home page.
What Is the YouTube Masthead For?
- Announcing a new product or service launch.
- Supporting campaign periods.
- Building brand awareness. See brand awareness.
- Making a national or regional announcement.
- Promoting films, series and music.
- Creating intense visibility before an event.
Where Is the YouTube Masthead Shown?
At the top of the YouTube home page on desktop, mobile, tablet and supported TV screens.
- On desktop: a large video panel with headline and CTA above the video feed.
- On mobile: a prominent card at the top of the home feed.
- On TV screens: a large banner at the top of the YouTube app.
What Goals Can It Serve?
Mostly reach and awareness, and also traffic and consideration through the CTA.
Who Is the YouTube Masthead Suitable For?
Large advertisers with a big announcement, a broad audience and the budget to match.
Who May It Not Suit?
Small budgets, local services and campaigns that need precise targeting or fast optimization.
How Is the YouTube Masthead Bought?
Through Google Ads or a Google representative. You plan a reservation campaign, check available inventory and buy under CPM or CPH.
What Is a Reservation Ad?
An ad bought in advance for a fixed time slot at an agreed price, not through a live auction.
Auction vs. Reservation
In an auction you bid in real time and the price can vary. In a reservation the placement and price are agreed beforehand. The Masthead is available only by reservation.
What Is CPM Masthead?
You pay a set price per thousand planned impressions.
What Is CPH Masthead?
You pay per hour, a “cost per hour” model that reserves the Masthead for a defined time period.
CPM vs. CPH
| CPM | CPH | |
|---|---|---|
| You pay for | Impressions | Time reserved |
| Best for | Reach goals | Fixed-day events and launches |
How Much Does the YouTube Masthead Cost?
There’s no fixed price. It depends on the country, dates, targeting, impressions, demand and available inventory. The minimum budget also varies by market, booking terms and campaign scope.
Can Targeting Be Used?
Targeting options for the Masthead are more limited than for auction campaigns. Check current options with your Google representative.
How to Prepare the YouTube Masthead Creative
- Use a strong first frame.
- Show the brand early.
- Choose a single main message.
- Design for silent viewing.
- Check mobile cropping.
- Think about the TV view.
Video Length
Keep the video focused; it often plays muted and in a loop at the top of the page. Short, clear videos work best.
How to Write the Masthead Headline
Short and clear, with the main benefit or event.
How the CTA Should Be
One clear action, such as “Watch now” or “Learn more.” See Call to Action.
Where Should the Masthead Point?
To a page that continues the message and has a single purpose. See what is a landing page.
Previewing the Masthead
Use Google’s preview tool to see how the ad looks on each device before launch.
How to Plan a Masthead Campaign
- Set the campaign goal.
- Set the campaign date and book early, since inventory is limited.
- Define the audience. See what is a target audience.
- Prepare the creative and message. See the strategy of an ad message.
- Prepare the landing page and tracking. See Google Analytics.
- Measure results, such as impressions, view rate and brand search lift. See what is VTR.
Related Reading
See how to advertise on YouTube, YouTube SEO, YouTube marketing techniques, viral advertising, integrated marketing, what is CPC and digital ad management.
Frequently Asked Questions
What is a masthead?
A large promotional or advertising area at the very top of a website or digital platform.
What is the YouTube Masthead?
A premium, video-based reservation ad shown at the top of the YouTube home page.
Where does the YouTube Masthead appear?
At the top of the YouTube home page; it can be shown on desktop, mobile, tablet and supported TV screens.
How is a YouTube Masthead ad run?
A reservation campaign is planned through Google Ads, available inventory is checked and it is bought with the CPM or CPH model.
Is the YouTube Masthead bought by auction?
No. The Masthead is an ad format that can only be bought by reservation.
Is the YouTube Masthead paid?
Yes. It is bought with a CPM or CPH pricing model.
How much does the YouTube Masthead cost?
There’s no fixed price. It is determined by country, date, targeting, impressions, demand and available inventory.
What is the minimum budget?
The minimum budget varies by market, booking terms and campaign scope.
What is CPM Masthead?
A buying model in which the advertiser pays a set price per thousand planned impressions.
